The Art of Craft is a captivating new film series celebrating the artistry behind TV advertising, brought to life by Thinkbox in collaboration with the British Arrows. This series shines a spotlight on the extraordinary talents that elevate advertising from ordinary to unforgettable.
Each film delves into the work of a Craft Arrows winner, exploring a specific craft—be it directing, editing, animation, casting, cinematography, or more—and showcases how their unique expertise brings creative ideas to life.
These specialists share the techniques, insights, and passion that fuel their craft, offering a behind-the-scenes look at what it takes to create exceptional advertising. The Art of Craft is an ode to the skilled individuals who shape and nurture best-in-class creative work, and a timely reminder of the importance in investing in advertising craft.
Our first film – on directing – features Elliott Power of Love Song and his ‘Freedom’ spot for EE, winner of multiple 2024 Arrows including a Bronze Craft Arrow for Direction – The Frank Budgen Award.