Craft is a winning entry

We asked our 2024 Production Jury President, Medb Riordan, Co-MD / EP / Owner, Academy Films, on her tips. 

As basic as it sounds, a great idea, well crafted, and leaning away from tropes and cliché is the strongest. Your juries could be watching hundreds of films, so think “how does my film stand out from the rest?”

What kind of work are you hoping to see in the Production category? 

I’m really hoping I see innovation, something new, that’s exciting. I really hope I don’t see a whole load of transition shots, a borescope lens through a plug hole. I’m over that now, it’s been done to death.

Please can we remember the art of an edit? I also hope I don’t see FORCED causes. Brands are pushing to align themselves tenuously with a cause, and it grinds my gears.

 I’d also LOVE to see some powerful, emotional work too! I think we’ve been leaning a lot towards comedy and lightness for the last few years, understandably given the global mood, but gritty, raw, emotional work that moves you, that would be exciting.

How should entrants approach the edit?

Sometimes, directors and creatives can lean towards a longer edit, but that’s not necessarily the best version. If a story can be told well in 60 seconds or even 30 seconds, then it doesn’t need to be 3 minutes long, even if you have heaps of amazing footage.

I once marked down a film because it was too long, and having seen the shorter version previously online, I was amazed they chose that particular film. It was a shame as it was a great 60. So, I would say be objective and think of what is strongest.

What should you always include in your entry? 

A good film! (LOL) It’s also interesting to know if a director or producer has tried something new – a new camera, a different approach to casting, a specifically designed build.

We don’t often know what goes into making a piece of work stand out. If there is information an entrant feels is important to note about the Production, then as a producer myself, that’s always appreciated.

Start early – and overestimate the time it will take

You’ll soon realise that entries take time to prepare, proof and approve. So start early. The most seasoned creative teams start work on the case film when the brief comes in. 

Create a strong narrative arc for your case film

A great case film will carry the judges through the idea clearly, while also entertaining and moving them. 

Be entertaining, be moving 

The more entertaining and moving the entry; the more attention it will get from jurors. It should grab you in the first 30 seconds. Think about what makes your entry truly unique and special. That one golden thread.  Choosing an impactful  music track will really help to bring the video alive. 

Keep your edit short, clear and concise 

Conviction and brevity are as important as any other aspect of your entry. Don’t feel the need to pad it out to hit the word count if you don’t need to. Your job is to deliver the story effectively. 

Reflect the brand 

DO make sure the entire case film reflects the brand, throughout the messaging, objectives, content, colour, look and feel, mood and sound. BUT remember that entries should remain anonymous so don’t  include any info or logos about the companies involved in the creation and production of the spot. 

For Innovation & Ideas Awards (check those out here) come with a powerful insight

What’s the idea behind the idea? If jurors can see the thinking behind the work, then it’s an “aha” moment and allows them to understand the full breadth of your thinking. A clever, strategic insight can make the difference between good and great work in the eyes of the jury.

See you in Berlin.