How do you curate infinite content?

GET YOUR TICKETS TO SHOTS OUT OF THE BOX LA 22nd APRIL - https://ootb.shots.net/la-2026/

In this episode of Technically Creative, we sit down with Danny Edwards, co-editor of shots, to explore a simple but increasingly important question:

How do you curate infinite content?

shots has spent decades spotlighting the best work in advertising, film, and music videos — long before everything was instantly available online. Today, in a world where anyone can publish and the volume of creative output is exploding, that role has only become more valuable.

Danny shares how shots evolved from VHS tapes and DVDs into a global digital platform, how editorial taste actually works behind the scenes, and why celebrating great work still matters in an always-on content landscape.

This conversation gets into the mechanics of creative curation, the reality of AI in advertising, and the challenge of maintaining standards of craft when everything is available all the time.

Orlando and Danny explore:

• How shots became a global authority on creative work

• What makes something stand out in an oversaturated landscape

• The shift from physical media to always-on digital platforms

• How AI is influencing the type of work being made

• Why taste and curation are becoming more important, not less

• How to maintain creative standards in an age of abundance

It’s a sharp, thoughtful conversation about attention, taste, and creative judgment — and why knowing what matters is now the most valuable skill in the industry.