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Who's got the most fishbowl points?
This shouldn’t be news to people but it is.

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Rising Star
Very. And by craft I’m not saying that you need to make complex animations, or add unnecessary flare. But you have to really be careful on the details, specially editing, sound (vo, track etc). The idea is important but a jury is going through A LOT of stuff, so it’s really easy to get bored.
Once I made part of a jury it completely changed the way I make my board/cases.
Rising Star
Judging awards I really look for the board first on the long list. i wanna get it quickly and the noard usually does that if it’s a good board.
I’ve been judging an award show recently and I can assure you as a juror, I got tired of watching case study videos after an hour. So think about how your case study video can stand out from the rest, rather than just thinking about It being well crafted. I will also say get as much PR as possible for your campaign before award season so jurors will already have context and will be familiar with the work.
Rising Star
What you are saying is 100% true, but I don’t know what you understand by craft.
A well crafted, beautifully made, edited case will stand out. And yes, if the idea got PR we will already know what is about and will not spend too much time on the case study. But the same goes for bad press.
Chief
Make it simple and short. Under a minute. It’s basically a commercial for your idea. I’ve judged a lot and it’s exhausting and most case studies are up their own booties with self importance. If you have a good idea, it will come thru!
I directed a product case study spot for a client at the top of 2020 that was originally supposed to be 1m30.
Once they got into the edit, it quickly ballooned to 2m30, then 3m30, then just shy of 5m before the client cancelled the project due to COVID.
The 5m version was insane: I can't believe they thought someone was actually going to watch that.
It’s beyond critical.
Rising Star
Its what youre getting the award for (since in all likelihood no one’s seen the work, since its probably fake anyway COUGHImean hyperbolizedCOUGH) so yeah I guess youd say its 100% important
This. I’ve been trying to get a well crafted piece out, but the editors are currently giving it as much love as a ppt exported to a QuickTime.
No amount of references, or what seems 101 editing pointers from my AD help. This might drive my creative team over the edge and I love ‘m. No one in account cares. No one in leadership can be bothered.
It matters a lot.
Get a new editor. A good one will try to make whatever they’re working on as great as it can be.
It’s the difference between silver and gold sometimes.
Craft is everything. Craft can turn your shitty average idea into a beautiful award.
Very very important. WS hired someone to review awards for this very reason.
I’ve assembled teams and creative produced well over 100 case study award videos. It’s a very specific niche- creative short story telling with clear communication and a mini arc is key. It’s not for everyone and knowing how to be concise lean and engaging for jurors is key.
It matters.
💯