Thinkbox Launches ‘The Art of Craft’ Series in Partnership with British Arrows

Thinkbox, the marketing body for commercial TV in the UK, has partnered with the British Arrows to release a compelling new film series, ‘The Art of Craft.’ To support the series, Thinkbox will also partner with LBB as the platform’s UK sponsor. 

Each film will dive into the inspiring behind-the-scenes story of one Craft Arrows winner. From their own working environment, the talent interviewed will illuminate how they applied their specific craft – whether that’s directing, colour grading, editing, production design, animation, casting or cinematography – to the creative idea in a winning way.

By introducing these specialists and their exceptional skills to advertisers, agencies, and the wider industry, ‘The Art of Craft’ will demonstrate exactly why it pays to invest in production and post production skills. It draws from the insight that advertising creativity is the second biggest driver of effectiveness in commercial terms, de-risking investment, driving efficiencies, and nurturing brands.

Chris Dunne, head of marketing at Thinkbox, comments, “There are many ingredients that go into a great TV commercial, but at its core is the trinity of idea, script and film. The execution – the art of craft – is what makes it worth watching. It gets attention, it entertains, it engages our emotions and lodges ideas in our brains, ultimately determining how we feel about a brand. Simply, craft makes for better branding – the difference between an investment that will pay you back mightily, and one that will struggle to do so. That investment is better for viewers, brands, and the agencies and production partners who make the work. It’s a virtuous circle.”

The first episode will launch on LBB on Monday 10th February, exploring Elliott Power of Love Song’s craft of directing in EE ‘Freedom’, the winner of multiple 2024 Arrows including a Bronze Craft Arrow for Direction - The Frank Budgen Award.