How To Make A Brand Film Winning Entry
Here’s what this year’s judges are looking for when reviewing your cuts.
Adrian Ma
Founder, Fanclub
'Give us some context about your film - what were you hoping to achieve? And how did your work go about this? Anything you have about impact would be amazing.'
Abigail Howson
Head of Strategy, 50 Sport
'The best brand films I see, give people a reason to watch beyond the fact that a brand paid for them. I want to see clarity about who you are trying to reach, what will make them care, and why film is the right way to tell that story.'
Alessio Nesi
Creative Director, Bloomberg Media Studio
'More film, less brand or at least, find the right balance between the two.'
Roopa Ramaiya
Head of EMEA PR and Communications, Procore
'What part of the story you tell will stay with me once I've switched off the film? It should be clear and most of all human, that is what will make entries stand out when there is so much use of AI to mass produce collateral.'
Dan Ruttley
Founder & Executive Producer, Very Nice Films Ltd
'Focus heavily on the emotional core of your story before anything else. Beautiful cinematography and high production values only go so far; the winning entries are always those where craft, creative vision, and narrative purpose work together seamlessly to leave a lasting impact.'
Chris Webb
Co-founder, Twelve
'Tell us the problem the film had to solve and what changed because of it. Beautiful craft is important but for me, a film becomes award worthy through the impact it helps make.'
Charli Edwards
Creative Director, Cavendish Consulting
'Tell the story behind the story. Judges don't just want to see great work, they want to understand the thinking, ambition and impact behind it. The best entries make a clear, compelling case for why the film mattered, not just how it was made.'
Khalid Latif
Global Executive Creative Director, VML
'Lead with the human truth. A film wins the jury in the first ten seconds, then your entry has to prove it worked. Be honest and back it with results that matter.'
Lornette Harley
Associate Director, MSL UK
'Don't just show us a film and the results, tell us a story - take us on the journey you went on'
Claire Prince
Head of Branded Entertainment, Wonderhood Studios
'Does this speak to your market? Would this make sense to a person from another region?'
Jules Sander
Director, Jules' Creative Comtent Ltd
'Probably the same tip as for other entrants.'
Kate Tancred
CEO and Founder, Untold Fable
'Give judges enough context to understand the local market, audience and cultural nuances behind your campaign. Explain how these shaped the creative approach so the panel can fully appreciate the thinking and craft behind the work.'
Ben Forder
Creative Studio Manager, CFA Institute
'Emotions are global, they should work in any market.'
