Furlined Furlined

This campaign needs little introduction. Created by Droga5, the powerful work for the New York Times has rightfully cleaned up on the 2019 award circuit, picking up both the Film and Film Craft Grand Prix at Cannes Lions, as well as an Immortal Award. Rebecca Skinners, managing director and executive producer at Superprime Films, was the Film Craft jury president in Cannes. "Over seven days of judging there were many perspectives and discussions across all of the work," she said at the time. "But when it came to the Grand Prix it was unanimous. A bold and courageous campaign crafted in a unique way.”

An integral part of any craft but particularly so here is the edit, which was handled by Final Cut’s Jim Helton. He gave me a little insight into his process for the project: "I find that separating the elements of an edit - image, sound, graphics - and making them strong individually informs how to combine them. This was a big part of the process in making the spots for the New York Times as we had a fluid script and a changing bank of images and interviews. I worked closely with creative directors Toby Treyer-Evans and Laurie Howell as each aspect evolved. Elements needed to develop independently as assets became available so working on the soundscape for the pieces would at times be an independent process as would doing the layout and timing for the graphics or assembling potential imagery and collaborating with Furlined directors Martin + Lindsay on things to shoot to bring the films to life as well as refining the rhythm and tone of the edit.”

See full list of the craftiest films from 2019 here.