Kneebone at D&AD: Why only 48 survived the discussion to be in the book for Film Craft
Jonathan Kneebone, founding creative partner of The Glue Society, has just finished judging the Film Craft category at D&AD in London. Here’s his report, exclusive to CB:
It took six of us, four days and a fair few coffees to get through all 770 entries in the film craft categories.
The panel – an editor, 3D animator, sound designer, a writer/director, and two producers, one commercial and one long form – reflected the breadth of craft work we were judging.
Someone made the point that D&Ad’s major role in the ever increasing array of awards is
to be significantly harder than any other to win.
Getting something into the book is meant to be an achievement. A nomination, something
to celebrate. And a pencil, something to be rightly proud of. But in most instances, you get the
sense that the people involved have put so much effort in to doing something well, that a pencil may come as more of a reward, than a surprise.
In the first instance, we cut 770 to 101. And from this shortlist, only 48 survived the discussion
to be in the book.
Whether for animation, editing, production and sound design, use of music, cinematography or
direction.
From around 350 entries from pretty much everywhere, only 14 got into the book for direction.
And of those, only 4 were nominated.
The favourites to be awarded would have to be Nike’s “Write the Future/The Ripple Effect” and
a spot from Denmark called “The Party” which takes anti-drink drive advertising to a new area
of film-making. If you haven’t seen it, find it on Bestads.
We (Glue Society) were lucky enough to give some Australian presence in the 14. Gary’s spot for Canal+ iPhone was picked by the other panellists to be worthy of their vote. And Greig Fraser got recognition for his cinematography on Burn Ride.
When you see what else got left out, you realise that it’s not that other work was bad. It just wasn’t good enough.
And for me, that still makes D&Ad the one worth to win.
From what I can gather, other categories may have been more fruitful for Australia. So sincere
congratulations to those who have done well. From my recent experience I can tell you , you’ve absolutely earnt it.
I believe the full results – apart from the pencils themselves – are up on D&AD’s site if not now,
then soon.
3 Comments
D&AD always used to be the hardest award to win or even appear in. In a world where advertising awards are given out like toys in the cornflakes, being the toughest award is all that D&AD has to justify its existence and its prestige. Nothing new there, but a timely reminder nonetheless.
Why only 48 survived and ours was one of them…
excuses