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Shots Commercially leading the world

Shots: A case study

Shots is the world's leading commercials magazine, published by Emap. Aimed at creative directors, agency heads and producers, it features news and inspiration on the latest commercials, campaigns, creators and agencies.

What we did

MintTwist worked with Shots to redesign and develop their existing website. With thousands of page views a day and countless videos and users, developing this epic website was a serious challenge that we relished.

The mission

  • Create an experience that met the same expectations as the offline Shots brand to increase subscriber numbers and existing customer loyalty
  • Design a responsive website so subscribers have a seamless desktop and mobile experience
  • Support the brand’s “creative connections” by seamlessly linking video, editorial and the directory
  • Improve the navigation and layout to make the website more “sticky” and increase page views
  • Create a flexible content management system (CMS) so Shots could easily update and manage the website
  • Integrate a third-party video management system

“Far and away one of the nicest and most creative web design companies I have had the fortune to do business with.” — Emap

Take 1 — Consultation and wire frames

Developing a larger and more complex website required in-depth consultation to draw-up a comprehensive set of requirements, and select the right CMS and video platform.

We analysed systems and recommended that Shots opt for a bespoke CMS. We then created a requirements and technical specification to set the project scope to ensure the project would be delivered successfully.

Creating wireframes before design allowed us to maximise the engagement of each page, understand the user journeys and provide users with the most relevant content.

Take 2 — Design

Shots’ printed magazine had been rebranded to present a more modern and attractive image. We designed the website to incorporate the new brand elements, making the website consistent and unique.

The website is also responsive so subscribers can easily view the website and manage their account on the go.

Take 3 — The CMS

We created a bespoke CMS to deliver a more flexible, easy-to-use system for Shots. This allowed them to run reports on subscriber data to manage subscriptions more effectively and use the data to improve service. We also imported thousands of subscription records without any loss of data or service in the run-up to launch.


The website has attracted almost one million visits and over 2.5 million page views since launch. We continue to work with Shots advising and supporting them in improving the website for new and existing subscribers.

Visit Shots

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