Craft Jury

Because, when combined correctly, the alchemy between the two leads to things far beyond the sum of the raw ingredients

Chris is Head of Production at Droga5 London, overseeing the agency's output across every conceivable discipline – short and long-form film, still imagery, experiential, interactive, audio, partnerships, and anything else besides.

Previous to this, he spent 10 years at BBH London, first as an Agency Producer (working on Axe, The Guardian and Audi, amongst others) and then as Managing Director of entertainment/content division Black Sheep Studios. Recent production credits include the BAFTA-winning short film Home, Solange Knowles' Metatronia, and NIMIC, the new short film from Yorgos Lanthimos.

An idea is never finalised until it has passed through the process of craft

Grace began her career assisting on features before moving into commercials/music promos, where she has worked successfully as a Costume Designer & Stylist for several years. In 2019 Grace received a nomination for Best Costume Designer at the British Arrows Craft Awards for her work on commercial Guinness: Made Of More directed by In/Out (Riff Raff), and in 2017 she was nominated at the UK Music Video Awards in the Best Styling category for her work on music promo Police Dog Hogan directed by Fred Rowson (Blink).

In the world of features, Grace designed Joanna Hogg's The Souvenir, which won the Grand Jury Prize in the World Cinema Dramatic Competition at the Sundance Film Festival 2019 – she has recently wrapped The Souvenir Part 2, which once more features Honor Swinton Byrne and Tilda Swinton. Other work includes Vs., the directorial debut of Ed Lilly, and feature Rare Beasts, written and directed by Billie Piper who stars alongside Lily James and David Thewlis. Grace is currently designing Sky & Bad Wolf drama I Hate Suzie, directed by Georgi Banks-Davis and created by Lucy Prebble and Billie Piper.

'Knowledge and practice of the craft is essential to the realisation of a creative idea'

Creativity is one of the most important characteristics of being human. It is one of the main traits that make us successful as individuals and as a species.
Craft is the process where the seed of a creative idea or concept is refined, nurtured and honed to the point of perfection.

Graham's career began 20 years ago, working his way up from runner to Head of Production, Global Managing Director to Chief Commercial Officer at The Moving Picture Company.

During his MPC career Graham was responsible for developing the global growth strategy and creative vision for the Advertising business. Under his leadership the MPC brand was established as a global force in visual effects.

In addition to managing the London studio, Graham was responsible for the launch and development of the global studio network, which included Los Angeles, New York, Amsterdam, Paris, Bangalore and Shanghai. He was also instrumental in the concept and launch of MPC's Bangalore studio in support of the global studio network.

In 2015 MPC was acknowledged as most creatively awarded global visual effects network, this accolade was retained until his departure in 2018.

Graham is now a founding partner of Black Kite Studios. Black Kite was born out of a desire to be different. He is proud to be part of the movement that have established a talent first, technology inspired Independent Visual Effects and Design Studio.

Black Kite has already become a thriving creative community based in East London.

Graham has a passion for creativity and a flair for composing talent teams. He is universally respected by clients and piers

We are nothing without craft. It's our superpower that can turn the everyday into the extraordinary.

Jacqueline Gershinson is Grey London's head of production. She's headed up the department for the last 10 years, priding herself on nurturing a strong crew of production folk who are passionate about everything that is craft. During her incredible 25 years at Grey she's produced award winning global campaigns for many brands including M&S, HSBC, Sony and Lucozade – including the Cannes Lions award winning Anthony Joshua – 'Made to Move'. She wants to ensure the agency is raising the bar and ahead of the competition, thinking differently, efficiently and neutrally.

To craft an idea shows that you really care about the things you're making.

John Ogunmuyiwa is an award-winning director, photographer and creative at Havas London. His film work draws upon a constant questioning of what it means to be normal. Using daily observations as a base, he tends to bring a tinge of surrealism into his work. All with the aim of telling untold stories from a different perspective.

If you can change one person with an idea, then it could be the World when its crafted.

Juliette lives in London & runs Prettybird.

Like any famous duo would admit, one wouldn't or couldn't exist without the other. craft is the invisible hand that cares for and not only elevates an idea but is intrinsic to its very existence.

Katie Keith is Rattling Stick's 'First Lady' to Johnnie Frankel's 'President'. She has been described as the company's "mover and shaker" and with an exceptional eye for creative flair, she's also been hailed as one of the industry's finest talent wranglers.

Since joining Rattling Stick in 2010 from JWT's TV Production Department, Katie has become a highly respected member of the UK's advertising industry and an established member of the APA council, Cannes, ADCAN & Creative Circle juries and many more.

In the time Katie has been at Rattling Stick, the company has won hundreds of awards and been named 'Production Company of the Year' multiple times.

Katie is a passionate ambassador of craft, a self-confessed yogi and the co-creator of a new, eco-friendly swimwear brand Poolside Gossip.

An idea needs craft as much as a skydiver needs a parachute.

Mike has been a creative for over 20 years. During that time, he's worked at Saatchi and Saatchi, Fallon, Publicis New York, AMV BBDO before joining adam&eveDDB in 2017. In 2018, he was promoted to Executive Creative Director alongside his long-term art director Ant Nelson.

Creative awards include 53 D&AD Pencils, 7 of which are Yellow. 25 One Show Pencils, as well as 28 Cannes Lions, including the Grand Prix and 36 British Television awards.

Idea and craft: One hand washes the other.

Nadja Lossgott and Nicholas Hulley are the Executive Creative Directors of AMV BBDO.

Together Nadja & Nick have created genre-bending, culture-shaping work that has won multiple Cannes Grand Prix’s and Titaniums. They’re also the proud owners of a D&AD Black Pencil and have work displayed in the permanent collections of the British Museum and the Design Museum.

They are the team behind #Bloodnormal, for Bodyform/Libresse. The global campaign broke down decades of toxic shame, made normality revolutionary and became the first ad to show period blood instead of blue liquid.

They Creative Directed The Trash Isles in partnership with LadBible and the Plastic Oceans Foundation. Rather than making an ad, they helped make a country out of the Pacific garbage patch. With so many “citizens” signing up, it quickly had a population almost the size of Iceland (with Dame Judy Dench appointing herself Queen).

From writing the influential Guinness Sapeurs film and documentary they now run the account globally, where they recently rebranded boring old tap water into a sexy new product, “Guinness Clear” for the brand’s responsible drinking initiative.

Whether they’re part of the team turning worthless Zimbabwean dollars into billboards, helping create a new country out of ocean rubbish, having a Met Police podcast reach no. 2 on the iTunes charts, writing documentaries about Congolese dandies, or defying broadcasters to help make periods normal, N&N strive to make visually striking work that has meaning, breaks the mould and has cultural impact.

Craft is so important because people put so much creativity and thought into their work that can go often go unnoticed and unsung, so it's vital to take the time to appreciate and value it!

Nathan started out Art directing music promos and over the last decade worked his way steadily into the world of commercials as well as Production design for feature films.

He has been lucky enough to work on a wide variety of exciting projects over the years and loves the research and challenges that each project brings, but perhaps most of all loves the collaboration that is involved in film making.

Nathan also likes to mix it up between the parallel worlds of features and commercials, having just wrapped on Gia Coppola's new feature in Los Angeles, he is heading straight to the underground tunnels of Kiev for a Romain Gavras commercial.

In an often-frustrating time when agency and production companies budgets are tougher than ever, we can't lose sight of the fact that underneath it all we do this because we love it and need to honour that passion by never sitting idle - always pushing our ideas and going the extra mile in bringing them to life.

Sorcha Shepherd's path to founding Caviar London began when she finally accepted that her music career would probably not take her to the dizzy heights of rockstar-dom that she so badly craved - a reality that only truly hit home at what would be her final gig, when her percussion tray kept falling apart and the one lone audience member had no teeth. It was at that exact moment she chose to stop spending money on rehearsal rooms that stank of mildew and look to the future.

Already working part time in the world of production, she refocused all the energy she previously threw into her quest for fame into trying to make a success of that instead. Following stints at HSI and Passion, Shepherd finally joined Caviar as Managing Executive Producer and found home.

Since its inception 7 years ago, Shepherd has helped build and develop the careers of some of the world's most sought after commercial and music video directors, such as Henry Scholfield and Keith Schofield. She looks after many other fantastic and sought-after directors, but no others with near identical last names. She has Executive Produced commercials and music videos that have gone onto win awards and nominations such as The British Arrows, Cannes Lions, The APA Award Show, Shots, UKMAV's, D&AD, Creative Circle & Ciclope. Most recently Caviar have been nominated for Best Production company and Best Director for Henry Scholfield at both Shots Awards and the UKMVA's

She has sat on juries for The APA Show, Shots, Cannes YDA & the UKMVA's and sits on the APA Council (as well as being part of numerous other APA groups tackling issues such as working parents, diversity and inclusivity and mental well-being within production).

She has twin boys and a French Bulldog called Augustus.

Do not try and bend the spoon, that's impossible. Instead, only try to realise the truth...there is no spoon.

Alex has been an instrumental part of the MPC team for the last 20 years, supervising in both the London and New York studios. He has exceptional talent as a VFX Supervisor and flame artist and also played a key role across the pond establishing MPC NY in the US market.

His artistic skill is recognised as one of the best in the business and his strategic involvement has been key to helping define the creative vision for MPC globally.

His credits include the multi-award winning Mailchimp campaign by The Sacred Egg, IKEA 'Welcome Home' directed by Academy's Frederic Planchon, Mercedes' Super Bowl spot 'Fable', directed by RSA's Robert Stromberg, 'Flykten' for Telia' directed by Adam Berg, and the series of British Army campaigns, directed by Johnny Green.

Other award-winning work includes VW Golf commercial 'Singin' in the Rain', EasyJet 'Imagine' and campaigns for Audi, 3 Mobile and Levi's.

Great ideas are only recognised as being great if they are brought to life using the very best craftsmanship and latest techniques.

Alistair Thompson is the Head of Epic's London Innovation Lab. Based in Fitzrovia, the Lab is a hub for the creative community, helping customers to generate benchmark real-time content and solutions using Epic Games' Unreal Engine software.

Prior to Epic, Alistair worked at renowned global content creation studio, The Mill. He was Managing Director of The Mill NY before moving back to the UK in a global role as EVP, focusing on developing products, workflows and tech-based projects, especially for the automotive industry.

Standout creative and cultural expression is wide ranging, and the best examples have a powerful synthesis of idea and craft behind them.

Anna Roberts is Head of Operations at Nexus Studios, the multi award-winning film, animation and interactive studio based in London, Sydney and LA.

With a hand in every aspect of running a successful creative studio, Anna works closely with co-founders Chris O’Reilly and Charlotte Bavasso in enabling some of the world’s most impressive stories in film and advertising across all platforms.

Anna’s background is in enabling creatives and makers reach their potential, and supporting studios in embracing new ways of making. As Executive Director of CG studio Taylor James, Anna oversaw rapid expansion including the setup of their New York studio, and she previously ran the AOP’s exhibitions, workshops, magazine and various awards and helped photographers embrace a new digital age. Anna is also a longstanding advocate of creatives’ copyright, actively supporting DACS, APA and AICP.

With a finely tuned understanding of both the artistic and commercial landscape, Anna’s passion is for excellence in storytelling, craft and impact and creating the best conditions for artists to make that work.

Craft Rarely Advances Flawed Thinking.

Dan O’Rourke is the Founder of Not To Scale, a multi-award winning film and animation production company founded in London in 2005 and now operating from studios in London, New York, Los Angeles & Amsterdam.

Not To Scale continues to consistently produce some of the freshest animation and technique driven work out there. Representing an eclectic mix of Directors that utilise every available film craft, from the traditional, through to the digital, and often a mix of both. The studio has grown its reputation to become a truly global creative force, whilst working with an A-Z of the best international agencies, channels and brands such as Adidas, Amex, Apple, Audi, Burberry, BBC, Coca-Cola, Facebook, Google, Honda and many more up the alphabet.

After graduating from film school in the late 90s, serendipity found Dan working as a Production assistant in the TV Department of the Saatchi brother’s new start up M&C Saatchi. Listening, learning and talking a lot, he continued his commercials production apprenticeship at Partners BDDH, Grey London and the innovative St. Luke’s.

Continuing his own creative development led O’Rourke to join Nexus Productions, where he was able to bring his life-long passion for strong design and storytelling together into more focus. With a vision for the burgeoning growth in creatively revolutionary animation techniques, O’Rourke felt confident enough to leave to set up and establish Not To Scale in Soho, in 2005.

From M&C Saatchi to Not To Scale, Dan has always sought out a way to work with inspiring talent, seeing the Producer’s role as the guardian, nurturing and allowing the best ideas time to survive and thrive. He still loves nothing more than taking a project through from paper to the punter and ensuring that each film has the best chance of realizing its maximum potential.

With a CV that offers a perfect blend of Agency and international Film Production company experience, work that Dan has produced or overseen has won international awards as well as every top British advertising award from D&AD pencils, Campaign Big Awards to BTAA Golds and BTAA Craft Golds.

In recognition of the many styles of animation that Not To Scale are known for mastering, The I.P.A. invited Dan to lead the Animation module on their coveted 2019 IPA production course.

In the current market, where we're often dealing with challenging schedules and budgets it's understandable for clients to want to produce something quicker and cheaper. The idea needs to be strong to have stand out but often it's the craft that breathes life into the creative. It not only supports the idea, but can often help define it.

Helen Hughes has been at the forefront of the Framestore Advertising production team since 2010. With hands-on experience at agencies, production companies, and from almost every notable post-house in the world, she brings a wisdom and knowledge that is immeasurable.

As Head of Production at Framestore, Helen's keen eye and attention to detail awarded her the trust and respect of some of the world's best commercial directors on spots such as Tom Kuntz's Axe 'The Chain', Dante Ariola's 'Human' for Johnnie Walker, Guy Ritchie's Nike 'The Next Level', and Ivan Zacharias' 'Impossible Dream' for Honda. Helen and her team of artists collaborated with Daniel Kleinman on his award-winning, cutting-edge Galaxy spot in which Framestore created a full CG head of Audrey Hepburn. She has worked on the past two Bond title sequences; Skyfall and Spectre.

Helen was promoted to Head of Advertising in 2017 and now leads Framestore's strong production department, guiding and advising her growing team, as much as the clients. She works closely with senior artists and oversees all commercial output; all the while maintaining the relationships she has developed over the years.

Making an idea come to life and hopefully bettering it along the way while eating nice food. That's craft.

Joe Guest is recognised as one of the top editors in the advertising industry. He has worked alongside some of the best directors in the business on some of the most recognisable and lauded campaigns, such as John Lewis, Lurpak, Apple, Cadbury and Nike.

Joe has been honoured with the Shots Editor of the Year Award, numerous Cannes Lions, British Arrows, D&AD, Clio, APA and AICE Awards.

The Book of Dreams' and all the amazingly crafted ad's that came from that… pure idea and craft symbiosis!

Mike studied Drawing and painting at Edinburgh School of Art before venturing further north to study an MA in Digital Imaging. It was here that he met his friend and future founding partner of Time Based Arts, James Allen.

Before setting up TBA, the pair embarked on a ten-year stint in various post facilities around Soho. This period allowed them to hone their chosen craft of Visual Effects and learn from some of the greats.

In 2008 Mike and James set up Time Based Arts. In the eleven years since, they have grown the company into a much-loved solution for creatively lead VFX. The company remains independent allowing them to curate the work that passes through and steer the ship into interesting spaces.

TBA has won numerous accolades, picking up awards at the Clios, LIAs, D&AD, Creative Circle, Kinsale Sharks and the British Arrows. This was most notabe with their first venture into direction for W+K London's Honda 'Dream Makers'. In 2018 they were named in the Saatchi & Saatchi New (Old) Director's Showcase. More recently the company developed a taste for long form and independent film projects.

Mike and James acted as associate producers on the documentary feature McQueen which received two BAFTA nominations in 2019.

Until an idea is realised, it remains just that, the crafting of that idea will breathe life into it and give it form.

Multi-award winning Colourist, Paul Harrison, is one of the most talented and experienced colourists in the business. Paul has been ranked amongst the top three visual effects artists in the UK for the last decade, is recognised as world-class in his field and is particularly renowned for his work grading commercials in the UK.

Starting his career at The Mill, Paul was trained by renowned VFX artists Adam Scott and Fergus McCall, for which he is eternally grateful. He is now passing the baton; Paul's assistants are now successful in their own right and working in both London and the US at top Post Production companies.

Paul established the Grading department at Freefolk in 2012. He is highly esteemed in his creative ability and has built strong relationships with some of the industry's leading directors and DOP's, including James Rouse, Arno Salter, MJ Delaney, Megaforce, Noam Murro, Jaron Albertin, Frederik Bond, Traktor, and Guy Ritchie.

With an established a reputation for detail and service, winning BTAA Awards for Best Colourist two years successively in 2005 & 2006, Paul has worked on acclaimed commercials for Sky, FedEx, O2, Carlsberg, Stella Artois, Coca Cola, Warburtons, HSBC, VO5 to name a few.

A good idea is nothing unless you craft the absolute shit out of it.

Anthony is a Founding Partner of Factory Studios and the Factory Family.

As Creative Director at Factory, Anthony has over 20 years' experience in audio, sound design, music and broadcasting. Always at the forefront of creativity and story-telling, Anthony has produced some of the most awarded and revered commercial work of modern times.

Anthony is passionate about promoting the craft of sound design and his work has been globally recognised by the likes of the British Arrows, Cannes Lions, BAFTA, D&AD, Music And Sound Awards and The Clio's to name but a few. In 2019, The British Arrows honoured Anthony's outstanding contribution to his craft by awarding him with the prestigious British Arrows Fellowship.

Career projects of note include an impressive body of work created for Honda, with films such as 'Hands', 'Ignition' and 'The Other Side'. Anthony has also worked closely with adam&eveDDB on every John Lewis Christmas campaign since the launch of the iconic 'Long Wait' back in 2011.

Recent work has seen Anthony creating the sound design for new campaigns from Apple, Lurpak, Nike and the BBC. He was also involved in creating the stunning soundtrack to Channel 4's inspirational 'We're The Superhumans' and has recently completed his third feature film project.

Honouring ideas and craft... with the right music, an ad can go from being a good ad to a great ad

Dann grew up on sets and in studios, the daughter of an advertising head. She began her career as a singer-songwriter, releasing her first single with Skint Records at 17. She worked at famous recording studios, Metropolis, where she met and collaborated with producers and artists including Ian Brown, singing a solo b-side of his hit single F.E.A.R in 2001. In 2006 she became the voice of the FIFA World Cup for Mastercard singing a cover of Peggy Lee’s ‘Fever’. The track was co-produced by Andy Carroll, who brought Dann on to run the advertising side of his music production company, Soundfly. After several years producing for brands; Nokia, Orange, BMW, McDonalds, she took some time out to have a family and then reunited with Andy, now Creative Partner with The Elements Music, in 2016. Since returning, Dann has produced ads for; Toyota, Ford, Nike, John Lewis and the award-winning Samsung ‘Ostrich’.

Celebrating the minds who nurture unique lightbulb moments into fully formed, innovative productions, is essential in raising the bar for the next generation of creative thinkers.

Ed Bailie is a Music Supervisor at independent Film, TV & Advertising music supervision company, Leland Music.

In both 2016 and 2017 Ed was awarded Advertising Music Supervisor of the year at the Music Week Sync Awards.

With a background in music publishing, Ed previously headed up sync teams at both Blue Mountain Music (U2, Bob Marley, Free, John Martyn etc) and Bug Music (Bruno Mars, Frank Ocean, The National, Johnny Cash etc).

He currently sits on the advisory board of the Guild of Music Supervisors, and alongside Leland Music is a director of composer representation agency Leland Originals.

Recent music supervision highlights include multi-award-winning advertising campaigns Paralympics 'We're The Superhumans' (4creative), VW 'The Button' (adam&eveDDB) and John Lewis & Partners / Waitrose & Partners 'Bohemian Rhapsody' (adam&eveDDB), feature films Ronaldo (dir. Anthony Wonke) and Sulphur & White (dir. Julian Jarrold), and Netflix Original Series' Formula 1: Drive To Survive and Top Boy.

Every creative concept requires a skillful execution to reach its full potential. We're here to honour the innovators who have proven they can do both.

Imogen Pring is the Head of Production at Goldstein, an award-winning music consultancy specialising in bespoke composition for commercials, television, sound branding and live events. Working with a diverse roster of composers, she has produced music for a wide variety of campaigns for brands such as Heineken, Vodafone, Sky, Volvo, BBC, Gillette, Rolls Royce, Panasonic plus many more. She oversees all aspects of production and has also been responsible for sourcing and licensing music for a number of worldwide advertising campaigns. Imogen also oversees production for their music supervision arm, DOLCE, which specialises in music for global brands, film, fashion, and events.

“An idea without craft is only an idea. An idea with craft is a much better idea. Eureka!”

Munzie Thind has established himself as one of Soho's leading sound designers and music editors. He joined Grand Central Recording Studios (GCRS) in 1995, just a year after launch

He has worked with the cream of the creative industry, both in the UK and internationally, resulting in an impressive portfolio of critically acclaimed and award-winning work.

His work includes mixing BBC Music’s ‘God Only Knows’ promo, deconstructing New Order’s Blue Monday for BT – work which won a silver at the Shots awards, plus the mix for the video of ‘Blinded By Your Grace’ for Glastonbury hero Stormzy.

In the field of radio, Munzie directed three striking spots for Leo Burnett’s Anti Drink Drive campaign, work that was rewarded with Bronze at both Cannes Lions and Clio festivals. .

Munzie undertook extensive research into the sensory sensitivity challenges faced by people with autism, to create the authentic and powerful soundscape for the National Autistic Society ‘Sensory Overload’ film, for which he won a Silver For Sound Design at Creative Circle and Bronze for Sound Design at the 2014 Clio Awards.

His career highlights include giving Elvis a voice in ‘The Amazing Line Up’ spot for BBC Radio 2, and declaring war on summer allergies for Benadryl’s ‘War’, which won Gold for Sound Design in the Creative Circle Awards.

Music underpins the emotional tone of a film. To get it right, to elevate the narrative beyond its core message and create something memorable, demands openness, collaboration, vision and skill.

Napier is a music supervisor and composer with over ten years of experience handling music briefs and negotiations across all media sectors, including advertising, film and trailers, corporate communications, in-store promotions and various weird and wonderful art pieces.

Obsessed with music from an early age, he studied at Junior Royal College of Music and King's College London before becoming an intern at Ricall Ltd. In time he took up the role of Creative Content Manager, overseeing the curation of the company's online music licensing platform and the creative music needs of its clients.

In 2017, Napier set up Ricall Music Supervision Ltd, with his business partner Claire Kelly, to focus solely on music supervision and licensing.

Napier prides himself on ensuring the client's creative goals are met, whatever the brief and budget, whether it's placing an emerging unsigned talent, clearing world famous artists or pitching rare back-catalogue gems and oddities. His composition and production skills enable him to quickly develop bespoke music briefs with clients and communicate requirements to Ricall's expanding roster of composers and performers. Standout work includes the fairly bizarre 'MailShrimp Song' created for MailChimp - composed by Josh Williamson and Alex Cowan - which won awards at the British Arrows, Creative Circle and Shots in 2017. More recently, Napier composed the music for the HP OMEN gaming laptop Asia campaign.

Campaigns currently on air include Fiat 500, ATP Tennis, DFS, Chicago Town Pizza. Previous brand clients include Topshop, Sennheiser, TUC, Simply Be, Cow & Gate, Land Rover, Nokia, O2, Shell, Halfords, JD Williams, SMA and many more.

It is only when each craft merges perfectly that the core idea of a project comes to life; allowing a film to have a real impact. Perhaps even more so in the short form.

Alfred Thirolle is a French director of photography based in London. After for working five years in camera departments in both France and the UK, he studied cinematography at the National Film and Television School, where he was taught by the likes of Roger Deakins, Charlotte Bruce Christensen, and Rob Hardy. In 2019, he was awarded a gold arrow for a commercial done as part of the Kodak Student commercial award. His recent commercial took him across the world, including a campaign with Explore Canada. In the past year, his work has been shown in festivals across the world such as Edinburgh, Toronto and Rotterdam.