• WS: Do you have any tips or advice on how to get better, or how to get into the industry?

AA: I think the best advice I could give is that you really have to edit the work. It’s much better to have four to five brilliant ideas than eight mediocre ones, or three that drag the rest down. And the only way you can edit it is by showing it to people. I made a list. Make the B list and A list and show it to everyone on the B list, be ruthless about the crits, and get it down to your best work. Show it again, be ruthless, and then start showing it to the A list. And keep editing through your whole career.

• Tony Granger on Craft

"People often think craft means “beauty.” But it’s really about having the talent to create something completely appropriate to the idea. Is it right to use 16mm film, or more appropriate to shoot with a hand-held? Does the work call for elaborate typography, or are you going to spray words on a wall? So you have to have both lots of knowledge and great instincts. Craft is the window to an idea, not the wallpaper around it."