British Arrows Announces Craft Awards 2015 Shortlist
The British Arrows has announced the shortlist for the Craft Awards 2015. With over 11 hours of footage to view and a number of additional case studies, the British Arrows jury had a fair bit of homework on their hands to whittle down the shortlist on judging day this October.
Chairman of the Jury, Charlie Crompton comments: “The quality of the work this year was really high. I love the Crafts because it feels like the last big awards of the season. We’re familiar with a lot of the entries but of course the jury weren’t judging the individual ads on whether they liked them or not, or how well they performed for the brand. They were judging on the individual crafts within the production, which is much harder to do.”
In order to keep focus on the craft elements, members of the jury were asked to speak on judging day for their category of work and talk through the qualities the judges should be looking for.
Charlie adds: “This was a genuinely illuminating part of the process which kept everyone focused. I’m really grateful to the jury because I didn’t want them to necessarily agree with each other, or me; and they didn’t do either of those... particularly not me! The only thing that they steadfastly did agree on was a need to really consider their choices and not go for the easy option.”
This year the British Arrows has made changes to the submission process for animation, VFX and grading, asking for before and after films which would clearly demonstrate the craft in these categories.
Commenting on the process, Charlie says: “It’s a great testament to our craft that post production, visual effects and CGI have become so seamless. It’s brilliantly demonstrated in some of the ads you’ll see in the show, where you really can’t tell what’s real and what isn’t!”
He finishes: “It’s going to be a great night on 23rd November. Everyone who’s been nominated should feel very proud. These are not easy awards to win and it’ll be really interesting to show our industry the best of all the talents which go into making some of the greatest ads in the world.”
Click here to view the full shortlist