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.

The 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 - and earning EE the Advertiser of Excellence 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.

EE, ‘Freedom’
Watch here

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

Awards won:
Craft Silver – Casting: Kharmel Cochrane, Claire Catterson and Holly Ritchie
Craft Bronze – Director - The Frank Budgen Award: Elliott Power
Arrows Gold – Digital Services, Electronics, Computer Games & Toys
Arrows Bronze – Best Over 90 Second Commercial