Behind the scenes of AWARD Awards judging.
Behind the scenes of AWARD Awards judging.
Taylor Ferguson was named Emerging Director of the Year at last year’s AWARD Awards. She recently shadowed a jury of top creatives as they judged entries for 2024's Craft in Motion category. Here, she gives us the lowdown on what goes on behind the scenes of APAC's most prestigious creative awards program.
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What’s it like being in the same room as some of the most illustrious creatives from around the world?
It was pretty amazing. Directors rarely have the chance to engage in comprehensive discussions about commercial work with professionals from various production companies and agencies, especially when it involves the work of people whom I deeply admire.
Tell us about your experience of AWARD Awards judging.
It has definitely provided me with valuable insights into identifying the key elements of craftsmanship that contribute to creating award-winning commercials. I don't envy the judges' positions. How can you fairly judge creative works when two films differ vastly in genre or tone? Nevertheless, they did an exceptional job returning to the fundamental elements of craftsmanship.
What did you find the most interesting?
Overall there was a diverse taste in craft therefore the passionate discussions in making a decision was really interesting to witness. Watching everyone manage their differences was more educational than all my therapy sessions combined.
What did you learn and gain from the experience?
Talking about other directors' work can only improve your own, so I learned a ton. I’m sure I'll have everyone's voices in my head when I’m on my next job.
Judging aside, how did winning Emerging Director of the Year impact your career, and why would you encourage others to enter?
Winning Emerging Director of the Year has helped me in so many ways. It provided a fantastic platform to showcase my work and allowed me to connect with creatives I hadn’t previously had the chance to meet. While awards aren’t everything, they often spark curiosity and encourage people to view your work with fresh eyes.
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The Gold and Special Award winners of this year's AWARD Awards will be announced at This Way Up, Australia's advertising festival of creativity, on the evening of August 15. Buy tickets to the Gold Pencil Award Party here.