The Art of Craft: Directing

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.

Elliott Power

Elliott Power is a multi-disciplinary artist, working across music, film and photography. Elliott's work is recognized for its strong visual language and his ability to create immersive, emotionally-charged worlds.

During a meteoric rise to the top of London’s commercial community, Elliott’s highly acclaimed work for the likes of Lexus, EE, B&Q and New Balance has seen him pick up numerous top flight awards across the British Arrows, AICPs, Cannes Lions, Clio Awards and Creative Circle. He was recently second in D&ADs list of Best Directors of 2024.

Credits

• Agency: Saatchi & Saatchi
• UK Chief Creative Officer: Ben Mooge
• London Chief Creative Officer: Franki Goodwin
• Executive Creative Director: William John
• Senior Copywriter: Samuel Simmonds
• Senior Art Director: George Coyle
• Chief Sales Officer: Richard Huntington
• Planning Partner: Olivia Stubbings
• Planning Director: Ophelia Stimpson
• Managing Partner: Jonathan Tapper
• Business Leads: Charlotte Elwig and Rania Kouros
• Account Director: James Graham
• Account Manager: Louisa Pudney
• Executive Production Director: Rachel Solomon
• Agency Producers: Dan Heighes, Richard Firminger and Harriette MacNaughton
• Media Buying Agency: Essence Mediacom
• Production Companies: Art Practice and Love Song
• Director: Elliott Power
• Cinematographers: Diego Garcia and Harry Wheeler
• Production Company Producers: James Guy, Shirley O’Connor and Jon Adams
• Production Designer: Arthur de Borman
• Casting Directors: Kharmel Cochrane, Claire Catterson and Holly Ritchie
• Editing Company: Marsheen
• Editors: Dave Davis and Dom Leung
• Edit Producer: Harriet Cawley
• Post-Production Company: The Mill
• VFX Post Supervisor: Dan Williams
• Colour House: Company 3
• Colourist: Simon Bourne
• Colour Producer: Chris Anthony
• Sound Company: Factory Studios
• Sound Engineers: Anthony Moore and Mark Hills
• Sound Producer: Beth Massey
• Music Supervision: Curation