CATEGORIES
Direction | Short Form
The Jury will evaluate the director’s vision and storytelling skills, with particular attention to performance direction, visual language, pacing and the integration of key craft disciplines including cinematography, editing and production design.
Emphasis will be placed on the originality and consistency of the directorial approach and the excellence of the execution.
Only content up to and including 60 seconds may be entered in this category.
Direction | Mid Form
The Jury will evaluate the director’s vision and storytelling skills, with particular attention to performance direction, visual language, pacing and the integration of key craft disciplines including cinematography, editing and production design.
Emphasis will be placed on the originality and consistency of the directorial approach and the excellence of the execution.
Only content between 61 to 120 seconds can be entered in this category.
Direction | Long Form
The Jury will evaluate the director’s vision and storytelling skills, with particular attention to performance direction, visual language, pacing and the integration of key craft disciplines including cinematography, editing and production design.
Emphasis will be placed on the originality and consistency of the directorial approach and the excellence of the execution.
Only content over 120 seconds can be entered in this category.
New Talent in Commercials
This category aims to introduce emerging directing talent. The Jury will evaluate the director’s vision and storytelling skills, with particular attention to originality, visual language, performance direction and the integration of key craft disciplines across commercial and branded content, in both live action and animation. Emphasis will be placed on the clarity and originality of the directorial voice, as well as the excellence of the execution.
Directors must have no more than two years of professional experience directing commercials (the organization and/or the Jury reserve the right to request proof of eligibility at any stage of the competition).
Spec commercials, short films and music videos are not eligible in this category.
Fashion & Luxury
The Jury will evaluate the director’s vision and storytelling skills, with particular attention to originality, performance direction, visual language, pacing and the integration of key craft disciplines including cinematography, editing and production design.
Films commissioned by fashion, beauty and luxury brands, up to 20 minutes long for broadcast in any media, are eligible for this category.
Unsigned Director
This category recognizes outstanding direction by emerging talent not currently signed to a production company. It aims to identify new voices and distinct directorial approaches within commercial and branded content.
The Jury will evaluate the director’s vision, storytelling and execution, with particular attention to visual language, performance direction and the integration of key craft disciplines. Emphasis will be placed on the clarity and originality of the directorial voice, as well as the excellence of the execution across all elements.
Commercials and branded films, in both live action and animation, up to 20 minutes in length, are eligible in this category. Spec commercials are also eligible; in such cases, the film must include a visible note stating that it is a spec commercial.
Cinematography
The Jury will evaluate the cinematographer’s artistic vision and technical execution in shaping a distinctive visual style, with particular attention to composition, lighting, camera movement, framing and the use of texture.
Emphasis will be placed on the consistency and originality of the visual approach across the piece.
Production Design
The Jury will evaluate the production design and art direction in shaping the film’s visual style and overall look, with particular attention to set design, locations and the development of visual elements created for the project.
Emphasis will be placed on the consistency and originality of the visual approach, as well as the excellence of the execution.
Casting
The Jury will evaluate the casting director’s ability to select and assemble talent, as well as the performers’ contribution to the piece through the quality, authenticity and impact of their performances.
Emphasis will be placed on the relevance of casting choices and the effectiveness of performances in supporting the overall narrative and creative intent.
Styling & Costume Design
The Jury will evaluate the artistry, technical execution and creative vision in the styling of character wardrobe, make-up and hair design, and their contribution to the overall visual outcome.
Emphasis will be placed on the originality and coherence of the styling approach, as well as the excellence of the execution.
Production Achievement
This category recognizes outstanding production in commercial filmmaking, honoring the teams behind the execution of complex ideas.
The Jury will evaluate the overall quality of the work, including production complexity, scale, constraints and the effective use of resources to achieve the final result.
Emphasis will be placed on the excellence of the execution, as well as the originality of production solutions. Special consideration will be given to productions that demonstrate sustainable practices.
Low Budget
The Jury will evaluate the quality and impact of key film craft elements — including direction, cinematography, production design, styling, casting and editing — with particular attention to how these are achieved within limited resources.
Emphasis will be placed on the originality of the approach and the excellence of the execution relative to budget constraints.
Commercials and branded content produced with limited resources, with a total production budget under USD 75.000 are eligible.
Campaign
This category recognizes excellence in the production of multi-piece advertising campaigns, rewarding the ability to execute a cohesive body of work across multiple films.
The Jury will evaluate the campaign’s visual and narrative coherence – defined as a series of interconnected films under a unified concept – and the strength and consistency of the overarching idea.
Emphasis will be placed on the consistency of the creative and production approach, the contribution of each piece to the whole, and the originality and excellence of the execution.
Campaigns of 3–6 commercial films, with a combined total length of up to 20mins are eligible. All films must be submitted as a single video file.
AI in Film Production (NEW)
This category recognizes commercials fully generated using AI tools within the production phase. The work must be created without live-action filming or traditional physical production processes, including AI-generated cinematography, lighting, camera movement, virtual environments, characters and overall visual composition.
The Jury will evaluate the technical execution, as well as the strength of the initial idea and its suitability for AI-based production.
Emphasis will be placed on the clarity of creative intention, visual coherence, direction and the excellence of the execution across AI-native production processes.
AI in Post Production (NEW)
This category recognizes projects in which the final moving image has been entirely constructed or transformed through AI-driven post-production tools.
Eligible work must demonstrate that image composition, transformation or reconstruction — including VFX, color grading or other image-processing techniques — has been fully executed using AI systems, without the use of traditional manual editing processes.
Emphasis will be placed on the originality of the approach, the visual coherence of the final result and the excellence of the execution.
AI in Animation (NEW)
This category recognizes animated commercials generated entirely through AI tools. Eligible work must demonstrate that character creation, movement, textures and visual style have been fully produced using AI-based systems, rather than traditional animation pipelines.
The Jury will evaluate the originality, creative direction and character integrity, with particular attention to the overall visual approach within AI-generated processes.
Emphasis will be placed on the consistency of the visual style and the excellence of the execution.
AI in Sound & Music (NEW)
This category recognizes sound design and music fully generated using AI tools. Eligible work must demonstrate that composition, sound design, voice generation and/or sonic environments have been created entirely through AI systems, rather than recorded, performed or traditionally produced audio.
The Jury will evaluate the artistic vision, technical execution and sonic sophistication, as well as the emotional impact.
Emphasis will be placed on the originality of the approach and the excellence of the execution.
VFX
The Jury will evaluate the artistry and technical execution in the integration of VFX, with particular attention to how effects enhance realism or stylization and support the overall creative vision.
Emphasis will be placed on technical precision, innovation and the effectiveness of the VFX in contributing to the storytelling and overall viewer experience.
Editing | Short Form
The Jury will evaluate the editor’s role in shaping the film’s narrative, with particular attention to pacing, rhythm and the ability to shape story and emotion through timing, transitions and structure.
Emphasis will be placed on the precision and excellence of the execution, and the editor’s impact on the overall narrative and emotional outcome of the piece.
Films up to and including 90 seconds are eligible in this category.
Editing | Long Form
The Jury will evaluate the editor’s role in shaping the film’s narrative, with particular attention to pacing, rhythm and the ability to shape story and emotion through timing, transitions and structure.
Emphasis will be placed on the precision and excellence of the execution, and the editor’s impact on the overall narrative and emotional outcome of the piece.
Films over 90 seconds are eligible in this category.
Color Grading
The Jury will evaluate the creative use of color to support storytelling, evoke emotion, establish tone and enhance the overall visual impact of the piece.
Emphasis will be placed on the coherence of the color approach, and the excellence of the execution.
Animation for Video Games
The Jury will evaluate the animator’s craft in the creation and animation of characters, environments, movement and effects in video game trailers, cutscenes and cinematics.
Emphasis will be placed on the quality and consistency of the animation, and the excellence of the execution.
2D & Stop Motion
The Jury will evaluate the visual elements created using 2D animation or stop motion techniques, with particular attention to the animator’s craft in the creation of characters, environments, movement and effects.
Emphasis will be placed on the quality and consistency of the animation, and the excellence of the execution.
CGI
The Jury will evaluate the visual elements created using 3D/CGI animation, with particular attention to the animator’s craft in the creation of characters, environments, movement and effects.
Emphasis will be placed on the quality and consistency of the animation, as well as the level of detail, realism or stylization achieved, and the excellence of the execution.
Title Sequence
The Jury will evaluate the use of 2D, 3D, stop motion, mixed media or other animation techniques in the creation of animated title sequences for feature films, short films, live events, exhibitions or games.
Emphasis will be placed on the originality of the concept, the coherence of the visual approach and the excellence of the execution.
Safety videos are also eligible in this category.
Character Design
The Jury will evaluate the artistry, originality and technical execution behind the creation of animated characters, with particular attention to their design, visual style and personality, and their contribution to the film.
Emphasis will be placed on the originality and distinctiveness of the character, as well as its effectiveness in supporting the narrative and creative intent of the piece, and the excellence of the execution.
Animated Campaign
This category recognizes excellence in the production of multi-piece advertising campaigns using animation, rewarding the ability to deliver a cohesive body of work across multiple films.
The Jury will evaluate the visual and narrative coherence of the campaign — defined as a series of interconnected films under a unified concept — as well as the quality and consistency of the animation across all pieces.
Emphasis will be placed on the consistency of the creative and production approach, the contribution of each piece to the whole, and the excellence of the execution.
Campaigns of 3–6 commercial films, with a combined total length of up to 20mins, across TV, cinema, online platforms, social media and OOH experiences are eligible. All films must be submitted as a single video file.
Sound Design
The Jury will evaluate the creation and artistic use of sound effects, voices (human or computer-generated) and elements of music, with particular attention to their contribution to the overall impact, narrative and emotional resonance of the piece.
Emphasis will be placed on the clarity of the sonic approach, its effectiveness as a narrative and experiential tool, and the precision and excellence of the execution.
Original Music
The Jury will evaluate original music composed specifically for advertising, assessing the originality, emotional impact and effectiveness of the composition (instrumental or vocal) in supporting the narrative and enhancing the tone of the piece.
Emphasis will be placed on the strength of the musical idea, its integration within the overall work, and the precision and excellence of the execution across melody, arrangement, rhythm and instrumentation.
The use of licensed or pre-existing music is not eligible in this category.
Adapted Music
The Jury will evaluate the creative use of pre-existing music in advertising, including reinterpretation, re-orchestration, remixing or other forms of adaptation, assessing the originality and quality of the adaptation and its effectiveness in enhancing the narrative, emotional tone and overall impact of the piece.
Emphasis will be placed on the integration of the music within the storytelling, and the excellence of the execution.
The direct use of licensed music without creative modification is not eligible in this category.
Licensed Music
This category recognizes the use of licensed, pre-existing music in advertising, where the impact lies in the curatorial choice and its alignment with the narrative, tone and brand message.
The Jury will evaluate the effectiveness of the musical selection in enhancing the emotional impact and communication of the piece, as well as the originality and cultural relevance of the choice.
Emphasis will be placed on the strategic integration of the track within the storytelling, and the excellence of the execution.
Entries must use the track in its original form, without significant rearrangement or reinterpretation.
Sound Mixing (NEW)
This category recognizes excellence in the craft of sound mixing for advertising.
The Jury will evaluate the balance, clarity, spatial composition and technical precision of the final audio mix, as well as its contribution to the narrative, emotional impact and immersive quality of the piece.
Emphasis will be placed on the integration of dialogue, music, sound design and effects into a cohesive and intentional sound composition, and on the precision and excellence of the execution.
Film | Short Form
The Jury will evaluate commercials and branded content with a focus on the strength of the idea, rewarding creativity, innovation and excellence in execution, with particular attention to the role of craft in bringing the idea to life.
Emphasis will be placed on the clarity and distinctiveness of the idea, the excellence of the execution, and its effectiveness in engaging audiences and communicating the brand message.
Films up to and including 60 seconds are eligible in this category.
Film | Mid Form
The Jury will evaluate commercials and branded content with a focus on the strength of the idea, rewarding creativity, innovation and excellence in execution, with particular attention to the role of craft in bringing the idea to life.
Emphasis will be placed on the clarity and distinctiveness of the idea, the excellence of the execution, and its effectiveness in engaging audiences and communicating the brand message.
Films between 61 to 120 seconds can be entered in this category.
Film | Long Form
The Jury will evaluate commercials and branded content with a focus on the strength of the idea, rewarding creativity, innovation and excellence in execution, with particular attention to the role of craft in bringing the idea to life.
Emphasis will be placed on the clarity and distinctiveness of the idea, the excellence of the execution, and its effectiveness in engaging audiences and communicating the brand message.
Films over 120 seconds can be entered in this category.
Branded Comedy
The Jury will evaluate the use of humor in commercial storytelling, with particular attention to the strength of the idea, script, performances and overall comedic direction.
Emphasis will be placed on the originality and effectiveness of the humor, and its relevance in relation to the objective, message, tone and brand narrative of the piece.
Campaign (NEW)
This category recognizes excellence in multi-piece advertising campaigns, rewarding the strength of the overarching idea and its execution across multiple films.
The Jury will evaluate the visual and narrative coherence of the campaign — defined as a series of interconnected films under a unified concept — with particular attention to the consistency of the idea and its expression across all pieces.
Emphasis will be placed on the clarity and distinctiveness of the concept, the contribution of each piece to the whole, and the excellence of the execution.
Campaigns of 3–6 commercial films, with a combined total length of up to 20mins, across TV, cinema, online platforms, social media and OOH experiences are eligible. All films must be submitted as a single video file.
Craft for Impact (NEW)
This category recognizes outstanding craft that demonstrably drives measurable impact for a brand.
The Jury will evaluate the quality of the execution across all relevant craft disciplines — including direction, production, sound, animation and VFX — as well as its effectiveness in relation to the objectives defined in the brief.
Emphasis will be placed on the relationship between craft excellence and measurable results, and on the production decisions that enable both. Alongside the final piece, entrants must submit a file clearly outlining the brief, including objectives, proposed solution and results achieved.
In a separate PDF document, entrants must provide verifiable evidence of results. This information will not be shared with the Jury and will only be used for verification purposes if required.
Live Experience & Activation
The Jury will evaluate in-person live experiences – including immersive events, installations, performances and experiential activations – with a focus on the strength of the idea and its translation into a physical, real-world context.
Emphasis will be placed on the originality and clarity of the concept, the quality of the execution, and its effectiveness in engaging audiences and communicating the brand’s message.
Digital Experience & Activation
The Jury will evaluate the use of digital technology to create immersive experiences – including web-based and mobile experiences, social media platforms, virtual reality (VR), augmented reality (AR), mixed reality and other interactive formats – with a focus on the strength of the idea and its translation into a digital environment.
Emphasis will be placed on the originality of the concept, the quality of the user experience and interaction design, the excellence of the technical execution, and its effectiveness in engaging audiences within immersive digital contexts.
Sustainability (NEW)
The Jury will evaluate audiovisual and interactive campaigns — including TV commercials, branded content, apps, websites and other formats — aimed at raising awareness and promoting environmental education and sustainability.
Emphasis will be placed on the strength and clarity of the idea, its effectiveness in communicating environmental issues, and the results achieved in driving awareness, engagement or behavioral change, as well as the excellence of the execution.
Eligible work may address topics such as climate change, ecosystem and biodiversity conservation, renewable energy, sustainable production and consumption, energy efficiency, pollution, responsible use of natural resources, and practices including waste reduction, recycling and reuse.
Social Impact (NEW)
The Jury will evaluate audiovisual and interactive campaigns — including TV commercials, branded content, apps, websites and other formats — aimed at advancing social causes and promoting more equal, inclusive and peaceful societies.
Emphasis will be placed on the strength and clarity of the idea, its effectiveness in raising awareness and driving social change, and the results achieved, as well as the excellence of the execution.
Eligible work may address issues such as poverty, migration and refugee crises, discrimination, gender equality, access to social and health protection, and inclusive and equitable education.
Direction
The Jury will evaluate the director’s vision, storytelling and execution in music videos, with particular attention to the ability to shape performances and orchestrate key craft elements — including cinematography, production design and overall visual direction — in response to the music.
Emphasis will be placed on the originality of the approach, how the work accompanies and engages with the song, and the excellence of the execution.
New Talent in Music Videos
This category aims to identify emerging directing talent in music videos.
The Jury will evaluate the director’s vision, storytelling and execution, with particular attention to visual language, performance direction and the integration of key craft elements across both live action and animation.
Emphasis will be placed on the originality of the approach, how the work accompanies and engages with the song, and the excellence of the execution.
To be eligible, directors must have no more than two years of experience directing music videos. The organization and/or the Jury reserve the right to request proof of eligibility at any stage of the competition.
Commercials and branded content films are not eligible in this category.
Cinematography
The Jury will evaluate the cinematographer’s artistic vision and technical execution in shaping a distinctive visual style, with particular attention to composition, lighting, camera movement, framing and the use of texture.
Emphasis will be placed on the consistency and originality of the visual approach across the piece.
Production Design
The Jury will evaluate the production design and art direction in shaping the film’s visual style and overall look, with particular attention to set design, locations and the development of visual elements created for the project.
Emphasis will be placed on the consistency and originality of the visual approach, as well as the excellence of the execution.
VFX
The Jury will evaluate the artistry and technical execution in the integration of VFX, with particular attention to how effects enhance realism or stylization and support the overall creative vision.
Emphasis will be placed on technical precision, innovation and the effectiveness of the VFX in contributing to the storytelling and overall viewer experience.
Animation
The Jury will evaluate the use of 2D, 3D, stop motion, mixed media or other animation techniques in music videos.
Emphasis will be placed on the originality of the approach, how the animation accompanies and engages with the song, and the quality and consistency of the animation, as well as the excellence of the execution.
Editing
The Jury will evaluate the editor’s role in shaping the film’s narrative, with particular attention to pacing, rhythm and the ability to shape story and emotion through timing, transitions and structure.
Emphasis will be placed on the precision and excellence of the execution, and the editor’s impact on the overall narrative and emotional outcome of the piece.
Color Grading
The Jury will evaluate the creative use of color to support storytelling, evoke emotion, establish tone and enhance the overall visual impact of the piece.
Emphasis will be placed on the coherence of the color approach, and the excellence of the execution.
Fiction (NEW)
This category recognizes non-branded fictional short films that tell an original scripted story through live action or animation.
The Jury will evaluate the strength of the narrative, the director’s vision and storytelling ability, as well as the quality of key craft elements including cinematography, production design, casting and editing.
Emphasis will be placed on the coherence of the narrative, the integration of craft in service of the story, and the excellence of the overall execution.
Documentary (NEW)
This category recognizes non-branded short documentary films that capture real stories, people or events.
The Jury will evaluate the director’s perspective and storytelling approach, as well as the film’s ability to engage the audience through narrative authenticity and the thoughtful use of craft elements including cinematography, editing and sound design.
Emphasis will be placed on the authenticity and integrity of the narrative, the relevance of the subject matter, and the excellence of the execution.
Experimental (NEW)
This category recognizes non-branded short films that explore alternative approaches to cinematic language, storytelling and visual form. Eligible work must push the boundaries of traditional narrative structures or employ unconventional techniques across image, sound, editing or animation.
The Jury will evaluate the originality of the approach, the artistic vision and the quality of the craft in supporting the experimental concept.
Emphasis will be placed on the coherence between concept and execution, and the excellence of the execution.