upcoming Focuses

The trends and topics we'll be covering over the next year.
If you have a profile or opinion to pitch, click on the Focus to send it over.

January 2025

The Music Video Focus

Since the 90s, when their budgets ran to millions, the internet and tech advances have made music videos easier to view, cheaper to produce and, possibly, more disposable. But is the medium a dying art, or still the best way for a director to get noticed? shots probes the state of the promo nation.

February 2025

The Super Bowl Focus

Big ads with big stars and big laughs – the big game break’s much-anticipated promotions mark the most exciting – and expensive – period in the US advertising year. This month’s focus rounds up opinions and in-depth analysis of the spots that reached touchdown and those that fell into a ‘fumble’.

March 2025

The Neurodiversity Focus

With growing awareness that an estimated 20 per cent of the global population is neurodiverse - the fact that advertising needs to get on top of the spectrums is a no-brainer. This month, shots speaks to experts, commentators and ADHD/ASD-powered adfolk about battling stigma, enhanced creativity and making more ND inclusive campaigns.

April 2025

The Animation Focus

AI-driven tools, deepfakes, real-time 3D game engines and improvements in kinetic typography – a whole bunch of new technologies have been impacting the art of animation. Yet there’s a lot of love for simple stop-motion and old-school 2D drawings. This month, shots speaks to masters in the medium about trends in toonworld.

June 2025

The Cannes Focus

Once again shots heads to the Cannes Lions International Festival of Creativity to take a rosé-tinted view of the world’s greatest celebration of advertising. There will be chats with Jury heads, predictions of Lion-worthy work from around the globe and general Croisette chit-chat.

July 2025

The Sustainability Focus

It’s the burning question – with humanity facing an existential threat more potent than war, famine or disease, how can an industry full of world-class communicators talk about the climate crisis? shots discusses low-carbon film production, greenwashing and the paradox of consumerism vs planetary survival.

September 2025

The Nostalgia Focus

Fings ain’t what they used to be... but do we wish they were? Are the complexities of modern, bot-driven life behind increased yearnings for yesteryear’s vinyl, dumb phones and vintage styles? Last year, we tackled the Future Focus; this year, we’re exploring the past and asking if advertising is driving or mirroring the revival of retro.

October 2025

The 'Not TV' Focus

While reports of TVC’s death might be greatly exaggerated, there’s no denying that social and other ad spaces are jostling for supremacy. This focus explores exciting not-TV work, from experiential and OOH to the exciting world of ‘extended reality’, where AR, VR and mixed reality reside.

November 2025

The Christmas Focus

With murder mysteries, big friendly giants, and leftover toys filling the televisual shelves in 2024, what Christmas oddities will wander onto our screens this year? We review the top festive spots and chat with the ad land Santas who delivered them.

December 2025

The Review/Preview Focus

As the year turns, we look back – via thought pieces, profiles and interviews – at the cultural trends and marketing developments of 2025 and consider what the coming year will bring to advertising. And hopefully it won't just be more AI...

Have a general enquiry or want to submit work for multiple focuses?
Send us an email.

Want to pitch a director for one of our Director Showcases?
Fill out this form.

+ membership

Access the world's largest advertising database. With an intuitive toolset that helps you explore, present and collaborate more effectively.

Learn More

Your work looks flawless on all devices.

Custom-built for the advertising industry, with extensive showreel options and powerful streaming software.

Upgrade your showreels today.

Request a demo