CRAFT - AWARD

Please ensure you read the AWARD Entry Kit for full details on categories and entry requirements. This document will also provide important category descriptions and mandatory submission information.

Animation and Visual Effects

Animation and visual effects help to bring a creative idea to life, in ways that we cannot imagine in real life or in camera. Whether a stand alone piece of work, or elements incorporated into a larger design, judged will be looking for visual effects that display excellence in craftmanship. Work that defines the category, and sets the bar for others to follow. Judges will take into equal consideration work where effects have been designed to be noticed, or add to the story with subtlety

Art Direction

This category recognises how art direction can enhance an advertising idea through visual balance, composition, tone and execution. The jury will consider how the excellence in the craft of the artistic direction is demonstrable, considerable and responsible for the impact of the work.

NOTE: Campaigns can only be entered as either ‘individual’ spots or as a ‘campaign’ and not into both.

Casting

Casting doesn’t simply play a role in film or TV. With the rise of the influencer, it now affects how we develop PR, social and even advertising campaigns. This category recognises excellence in casting, where the selection of talent made a significant and powerful amplification of the creative concept. This includes the pre-production selection of actors, dancers, singers, models, non-professionals, animals and other talent.

Casting for Film Advertising | Influencers, Talent & Celebrity | Street Casting | Voice Performance

Cinematography

With the advent of social media and new technologies, the world of film has changed rapidly in the last decade, and shifted the needs of cinematography across each medium. This category recognises exceptionally crafted and outstanding in-camera cinematography in commercials and branded videos across all these formats, where the quality and effect of the craft brings a creative idea to life.

Judges will consider the relevancy of technique to the media environment, and the artistic intention in the way it is viewed. The style, artistic choices, camerawork, cinematic techniques, shot composition, lighting and other effects will be considered.

Branded Content & Entertainment | TV and Cinema Commercials | Social First

Copywriting

Great writing can turn even the simplest execution into something truly wonderful. This category recognizes writing that is not only integral to a piece of marketing communications, but takes it to the next level.

NOTE: Campaigns can only be entered as either ‘individual’ spots or ‘campaign’ and not into both.

Best Film Script | Best Radio or Audio Script Writing | Best Use of Copywriting | Verbal Identity | Social Media Writing

Digital Craft

In a truly digital world, digital craft can break through the clutter and grab attention with design, simplicity, form and function. These specialised skills are demonstrated in online, mobile and other digital channels. We will be looking for inspirational design, aesthetic, execution and user experience in websites, apps, games and utilities.

Direction

This category recognises the art of direction, and how the planning and execution of a singular vision can amplify a creative idea. Whether through simplicity or technique, we’ll look for absolute excellence in directorial achievement for commercial design and advertising projects.

The jury will think about the translation of the creative brief through a director’s vision and how well that vision has been achieved, including the way that production elements have been used to bring that vision to life in the relevant media.

Editing

This category recognises the technical and creative excellence of editing for commercial design and branded film where the craft brings a creative idea to life.

The jury will be looking for innovation and flair in editing decisions, including timing, pace, visual dynamics, dialogue dynamics, sound integration and overall storytelling.

Branded Content, Entertainment & Social | TV and Cinema Commercials

Illustration

This category recognises exceptionally crafted illustration for commercial design and advertising projects, where the craft and artistic flair brings a creative idea to life. Entries can be stand-alone pieces of work, or incorporated into a larger design.

NOTE: Only individual executions can be entered in this section. Entries that form part of a campaign must be entered separately.

Moving Image | Posters | Press and Print | Other

Photography

This category recognises commercial photography whose exceptionally crafted execution brings the creative idea to life - whether as a stand alone piece of work or incorporated into a larger design. Entries can have existed in any media, including posters, books, magazines, newspapers, environmental graphics, websites, apps and social media.

Production Design

This category recognises exceptionally crafted production design for commercial design, branding, design, editorial and more.

Judges will be looking for how set design, location selection, and the overall ability to showcase the brand through the visual storytelling brings the creative idea and artistic intent to life.

Branded Content & Entertainment | Digital | Experiential | Press and Print | TV and Cinema Commercials

Sound Design & Use of Music

Sound design and music is a critical part of the communications process, and excellence in sound can turn a good idea into a great idea. Whether in tv ads, online, on radio or in games, judges will be looking for exceptionally crafted sound design and use of music, for commercial design and advertising projects.

They will consider technical excellence, along with the cohesion of the edit and its impact on the overall piece.

Best Use of Adapted Music | Best Use of Exisiting Music | Original Compostion | Production in Audio | Sound Design

Typography

This category celebrates those who create, develop and evolve type to enhance the creative idea. Judges will look at type design, choice, kerning and position and how the decisions made in the typographical journey brought a creative idea to life.

Advertising Press and Print | Moving Image | Posters | Type Design | Other

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