The Art of Craft Festival

Brought to you by The British Arrows in partnership with Thinkbox, The Art of Craft is a curated, creative festival that celebrates the artistry behind moving image advertising - from timeless cinematic TV commercials to present day branded content and film-led campaigns.

The festival will explore how craft, vision and innovation have shaped advertising's most compelling moving images across the decades. Through panel discussions, presentations and talks from legendary creators, the event offers a unique look at the evolution of advertising craft over the last 50 years to inform, educate and inspire the next fifty.

"Great advertising is remembered. Great craft is timeless" - The British Arrows

Full Programme below - and more to follow:

State of the Nation: Why Craft Matters More than Ever
Katie Jackson, Chief Marketing Officer, Channel 4

Following Simon Cooper’s welcome, Katie Jackson delivers a thought-provoking look at the state of the industry today — exploring why craft remains the cornerstone of effective, memorable advertising. Drawing on Channel 4’s Altogether Different role in the UK creative industries as a purpose driven public-service broadcaster and media owner, she’ll share her perspective on how bold ideas, brilliant execution and progressive collaboration continues to cut through in an ever-changing media landscape.

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The Ones That Got Away
Sir John Hegarty on breakthrough ads

"Breakthrough ads often don't do well at awards.
They divide opinion and split juries.
They are often only fully appreciated in retrospect."
- John Hegarty.

In this special session, John talks to Stuff from The Loft's Dave Dye about some of the great ads that ‘got away’ from each of the last five decades. The work that dared to be different — and why true greatness doesn’t always come with a trophy.

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Just Press Play

From the pure musical joy of Cadbury’s Gorilla to the intricate mechanics of Honda Cog, sound has always been one of advertising’s most powerful storytellers. Music and sound design are not rivals but twin forces of creativity – each capable of standing alone, but at their most potent when they combine to create unforgettable cultural moments.

This panel delves into how audio drives engagement, shapes brand identity, and reverberates through culture. We’ll explore iconic campaigns where music inspires emotion, and others where sound design anchors the narrative — showing how the two work in harmony to elevate creative ideas. Expect insights into the craft, lively debates on creativity, and a curated selection of standout examples from across the industry. From timeless classics to trailblazing work from UK studios, we’ll uncover why sound is one of the most powerful tools a brand can wield, and why it continues to sit at the heart of moving-image craft.

Joining this discussion are some of the industry’s most influential and award-winning figures in audio — Anthony Moore (Factory Studios), Peter Raeburn (Soundtree Music), Johnnie Burn (Wave Studios), Toby Williams (LELAND) and Kim Papworth (Executive Creative Director, formerly W+K) moderated by Clare Donald (British Arrows Chair 2019-2023).

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Groundbreakers: 50 Years of British VFX

In 1976, visual effects were the exception, not the rule. Half a century later, VFX artists are an essential part of every production, often on set, shaping ideas from the very first pre-vis sketch to the final grade.

This session celebrates the pioneers of British post-production — from the early experiments at Complete and Rushes, through the rise of Framestore and The Mill, to the design-driven artistry of Glassworks.

We revisit some of the most ground-breaking campaigns of the past 50 years and hear from the people who made them possible. Moderated by Robin Shenfield (The Mill), with insights from industry legends Hector Macleod (Glassworks), Mike McGee (Framestore), and Joce Capper (Rushes) we’ll trace the journey from analogue tricks to digital breakthroughs, invisible polish to photoreal spectacle — and explore what these groundbreaking moments can teach us about the future of VFX.

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Through the Lens

From the warm glow of film to the precision of digital, from the bleached tones of the early 2000s to today’s revival of analogue aesthetics, cinematography and colour grading have defined the look — and the mood — of every decade in advertising.

This session explores how visual trends reflect their times — revealing how choices in lensing, lighting, texture and palette shape the emotional tone of a campaign. With perspectives from visionary director and cinematographer Ivan Bird, renowned colourist Jean-Clément Soret (Company 3), award-winning director Sara Dunlop (The Corner Shop), and celebrated cinematographer Olan Collardy, filmmaker Henry Schofield (Academy) leads us through 50 years of moving-image advertising — from film to digital (and sometimes back again).

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The Cut That Makes the Story

Editing is often called the “invisible art,” but it’s also the heartbeat of storytelling. From the bold, punchy cuts of the 1980s to the fluid, cinematic language of today, editing has shaped how audiences feel, connect and remember.

This session explores the evolution of storytelling through the editor’s craft — how pacing, rhythm, structure and even silence transform ideas on the page into unforgettable moving images.

We’ll revisit the landmark edits that defined eras, examine the trends that changed how stories are told, and ask how the editor’s role continues to evolve in the age of digital content and emerging technology.

With insights from award winning editors Paul Watts (The Quarry), Lisa Gunning (Director & Editor), Ellie Johnson (tenthree) and Rick Russell (Final Cut), and moderated by Franki Goodwin (CCO, Saatchi & Saatchi), this conversation celebrates the creative power — and emotional precision — of the cut that makes the story.

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Future Proof – The Next Generation

As the industry faces financial pressures and rapid technological change, one question becomes more urgent than ever: how do we continue to nurture emerging talent and champion the next generation of creative craft?

Who are the bold risk-takers investing in new voices and fresh perspectives? And who is creating the space and opportunity for the directors, producers and visionaries of tomorrow to thrive?

Moderated by Jani Guest (Creators Inc), this Young Arrows session brings together leading industry figures Charlie Gatsky (Uncommon Creative Studio) and Joe De Souza (W+K), Stephen Ledger Lomas (BBH) and Young Arrows New Director of the Year, Caleb Femi (Somesuch) to explore how we can shape a vibrant and sustainable future — one that embraces change, fosters innovation, and supports the next 50 years of advertising with courage, creativity and a renewed commitment to new talent.

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Mark Denton – 50 Years Hard Labour

Mark Denton is one of advertising’s true originals: a creative whose work has spanned five decades, countless award-winners and more bonkers ideas than most of us could dream up in a lifetime. From his early days as an art director to becoming one of the industry’s most distinctive voices, Mark has never stopped championing wit, craft and bravery in British advertising.

In this special monologue, created especially for the British Arrows’ 50^th Anniversary, Mark reflects on half a century in the business – the highs, the lows and the downright ridiculous. Expect sharp observations and mischievous storytelling. Few people have lived and loved the industry quite like Mark, so buckle up for 50 years of ad-madness, delivered with the trademark Denton sparkle.

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The Future of Craft

Panel to be announced

Moderated by Orlando Wood

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There is no allocated seating at this event. Only the first few rows will be reserved for sponsors.

Tickets will be sent the week commencing 9th March.

The ticket price is £395 + VAT