FEEDBACK ON YOUR ENTRIES

We don’t give feedback on individual entries, because it would be a bit of a massive undertaking.
But we ask judges to give one piece of advice about the work they don’t score so highly. See if any of this helps. 

  • What's the audience takeaway? 

    • In the creative development stage, even before pre production you need to work out what you want your audience to feel and what response you want from them. All the way through the production process, question if you're achieving this in a way that is clear and concise within a single viewing.

    • The ambition could be anything

      • Buy this product / service - e.g. Is it clear why they would want to how to do it? 

      • Educational - e.g. Rethink your perspective and act differently? 

      • Emotionally Positive - e.g. Positive brand association 

      • Emotionally Negative - e.g. Spread the word and make change? 

      • Thought provoking - e.g. Take action? 

  • Think about how you want people to feel when they watch your film. Pick one word that sums it up. List its synonyms, then narrow it down until you’ve got the one that feels right. Let that word guide every creative decision, from script to edit. It’ll help keep your vision clear.

  • Always keep your audience in mind, you're making it for them, not yourself.

  • With documentaries you want to have a hook straight away

  • Hook is important, what is happening in the first 5 seconds to drag me in?

  • Focus on developing a singular, clearly defined idea, rather than trying to do too much at once or creating something that simply looks like the kind of work you’re inspired by or hope to make. Understand your parameters and limitations, and create work that thrives within them — rather than trying to force something in spite of them. 

  • Just keep making

  • Nothing to advise! I am in awe of passionate new talent who have the skill to enter their work.

  • Don't be scared to break convention 

  • Alternate the shot length, don't be afraid to hold on shots for more than 2" 

  • Understanding the difference between technical expertise and the ability to tell a good story, either visually or narratively. 

  • The story should be at the heart of the film, everything else comes next. 

  • Focus on the story/journey - it has to build and keep you interested - and the pay off has to be worth it! 

  • Story, always and forever

  • Film more B-roll for cutaways, especially if you are shooting in just one location. 

  • Ensure all aspects of film craft meet quality standards - poor audio or confusing screen direction can be enough to pull the viewer out of an otherwise engaging story.

  • Don't let bad lighting or poor sound ruin a great effort at storytelling. Find the resources you need to make sure that you support both sides. It doesn't mean you need to throw money at a project to succeed, but you should take care to give both areas the attention they require.

  • Don’t forget the importance of sound. It’s 50% of the ad, ensuring a good mix and balance can be key! 

  • Lean into your own unique point of view. Trust your instincts. What excites you? What obsesses you? Focus on that! When you commit to your own perspective, the work becomes more confident, more original.

  • In a world where we're all vying for attention, it's not always about being the loudest. Sometimes, a well-placed whisper — a moment of stillness, a unique perspective, a personal truth — can be the most compelling. By honing in on what makes your viewpoint unique, emerging filmmakers can craft pieces that not only capture attention but also leave a lasting impression.

  • What separates you from everyone else you know?

    With thanks to: Abroad Films: Attila Horvath; After Party: Ben Doyle; Arts & Sciences: Megan Leigh Wright; Coffee & TV: Kim French; Covert: Simon Dewey; Creative Outpost: Danny Etherington; DOMA: Amanda Marie-Rose; Double Dice Films: Philip Sharp; Factory: Emily Thomas; gusto: Phil Medway; Harbor: Kelly Broad; Iris: Fraser Lawson; Arts & Sciences: Elise Jeanrenaud; Creative Outpost: Caroline McNulty; Creative Outpost: Charlotte Whittall; Uncovered: Annie Brooks; Nomad: James Norris; Pretty Bird: Tom Manaton; Zebedee: Sue Moore; Knucklehead: Edd Campbell Bird; Kode: Dan Mallerman; Loud Parade: Rahmon Agbaje; No. 8: Chris Kiser; Nomad: Donna Head; Nomad: Jamie O'Donnell; Pavilion Works: Morgan Faverty; UWG: Harold Tamara; Caviar: Mia Powell; LS Productions: Karen Andre; Uncommon: Simone Maggi; Selected Works: Jonathan ‘Wes’ Westley; Canada: Tanya Ramsurrun; Girl & Bear: Maxine Bicknell; Uncovered: Jordan M Paterson; JW Collective: Claudia Lee; ETC: Ben Honour; Barkely OKRP: Jacob Vogt; Tinderflint Eliot Carroll; Saatchi: Jodie Sibson; Barkely OKRP: Laurie Gustafson; RSA: Job Betrand; Spindle: Mayling Wong