What Does ‘Craft’ Mean in 2023?

Let’s talk about craft… 

Truth be told, it’s incredibly hard to define what ‘craft’ actually means. In the purest sense, it means to create. But then, what does that mean? To create? 

The question was sent out to a number of directors and producers to answer in order to get the best possible understanding of what craft is. As a journalist, and a writer, our definition of craft is something completely different to that of a filmmaker. It’s a word that gets thrown around a lot in all creative industries. 

No matter where our creative talents might lie, technology is changing the way work gets made. AI for example has taken over the minds of creatives with its countless possibilities. The question that stands is, when do we need to return to our roots and how does returning to them strengthen craft? What are the benefits of combining the new and the old?

Specifically, what does ‘craft’ look like in 2023, a time when technology is constantly evolving…

According to David Barker, EP and director at Playground, “to truly understand craft, it needs to be looked at in all its parts…it means understanding every facet of filmmaking, and the changing nature of technology and storytelling.” 

To work with technology rather than against it is a perspective that many take a stance on. Director Natasha Foster of Good Oil states “I don’t see new practices to be threatening, instead, I see them as an exciting challenge - how can I take a piece from one puzzle and make it fit into another to create something truly unique?” 

Meanwhile, others believe that craft is completely separate from evolving technology and trends - That it is something to be nurtured regardless of the technology at hand. When it isn’t cared for by the individual and indeed, the industry it disappears. Miles Murphy a director at Happy, put this idea into words.

“Nurturing craft should be both the responsibility of the individual and the industry. While the creative aspect of craft may come naturally to some people, it is not just a talent that one is born with”, he explains. “It is a process that involves using one’s imagination and creating something new and original. Creativity and therefore good craft can be nurtured through deliberate practice, experimenting with new techniques and approaches, taking risks, and pushing beyond one’s comfort zone.” 

Pip Smart, EP and partner at Revolver emphasises this idea that craft isn’t affected by technology but rather by the individual, “craft doesn’t follow fashion and doesn’t change with technology or style. Craft is the one thing that remains when everything else is stripped away. Two things are essential for great work: A good idea and good craft” 

One thing that combines the two thoughts on craft and its relationship with technology is not the want to create, but rather the need to create. To have an idea, write it down on paper, and watch it come to life in a way that can be truly unimaginable. To hone one’s craft is to understand storytelling and the tools at one’s disposal. After all, a bad craftsman blames his tools.

Loren Bradley, EP at Finch, describes craft as the ability to “affect emotion and create a deeper connection and admiration”. She also touched on the new world of AI.

“AI can be an incredibly powerful tool in the right hands. We still need a director to ‘brief’ AI as you would any other head of department to get the desired outcome. It doesn’t replace anyone, but rather enhances and expands creativity”, she says. “While we are forging new ground, we’re still also seeing the pull towards things that have come before such as film stock, and Kodachrome. I think it’s a natural balance and it’s an exciting time for directors.”  

With so many moving parts to an idea, even before it leaves the page of a tatty notebook in the bag of a director, it is hard to know where craft even begins for a creative. 

David Barker, Playground shared his thoughts on this ever-so confusing word. “Learning and understanding craft is a lifelong journey. It’s a strange word. My mum quilts and that’s a craft, which is a bit confusing. One way of thinking about directing has been influenced by theatre director, William Ball. He believes art should: 

These three characteristics aren’t the same as craft ‘parts’, but they could be the result of them being used well.”

Trying to define craft is an impossible task. Yet, after hearing perspective after perspective on this elusive concept one common theme has been that craft is an approach which lies within the individual. 

It is not the individual tools used, but rather how they are used to create. It is to be nurtured, not neglected. It is not to be ridged and unmoving, but instead fluid and adaptable. It is creativity at its finest, something that is deeply treasured.