The film advertising juries of the 2016 London D&AD competition have been asked what they looked for when picking their choices.The juries highlighted that with the help of film as a medium, it is easy to tell a story. This story should come alive in a way that it moves people, triggers emotion and impresses the viewer with things they might have never seen before.
A good advertisement has the ability to encapsulate the spirit and the emotions of a brand and attempts to use the potential of film. This is defined by the timeless result and the flexibility of filmmaking where “you can just keep inventing it and keep inventing it.” Creating advertisements is a creative process that requires stretching one’s limits and experimenting with different ideas and techniques.
“If it’s in your comfort zone, run away from it.”
