Film Craft Lions

The vision and achievement of the direction, including the translation of the creative brief through a director’s vision and how well that vision has been achieved. This may include but is not limited to the way that casting, set design, sound design and cinematography have been used to bring that vision to life.

The film’s script, as written. Analysis of the script will include dialogue, voiceovers, scene setting, movement, actions and expressions. This analysis will also look at how successfully the script delivers on the creative idea and supports the final execution.

You're required to provide a written English translation of the script as part of your submission.

The vision and achievement of the casting. This includes but is not limited to the pre-production selection of actors, dancers, singers, models, non-professionals, animals and other talent and the calibre of on-screen performances enabled by those casting choices.

It's highly recommended to provide a two-minute demo film showcasing the casting process in addition to the film as it aired.

The aesthetic of the production design/art direction. This includes set design and location builds, as well as the overall look, feel and atmosphere of the piece and how the narrative has been enhanced by the artful management of the visual components.

The quality and effect of the cinematography. The style, artistic choices, camerawork, cinematic techniques, shot composition, lighting and other effects will be considered.

The impact and success of original music compositions, created specifically for film advertisements. The artistic achievement of the track itself will be considered, along with its contribution to the piece as a whole.

The selection of licensed or adapted music. The way a track supports the script, creates the necessary atmosphere or otherwise delivers on the creative brief will be considered.

The overall success of a film, assessed within the context of its individual ambitions and challenges. Scale of production, budget constraints, technical issues, challenges faced during the production process and how the production team made best use of resources available to them to achieve the final execution will be considered.

It's highly recommended to provide a two-minute demo film showcasing the production process, e.g. a ‘making-of’ or ‘behind the scenes’ film, in addition to the film as it aired.

The technical and creative success of the edit. All aspects of the film’s edit will be considered. This includes but is not limited to timing, pace, visual dynamics, dialogue dynamics, sound integration and overall storytelling.

The overall achievement in colour correction and grading to create consistent and stylised colour schemes that evoke a specific emotion and transform the final look of the film. This could include, but not be limited to, how the grading works cohesively with the lighting, production design and direction to affect and enhance the mood, feel and interpretation of the final footage.

It's highly recommended to provide a two-minute demo film showcasing the before and after effects of correction/grading.

The creative use of sound design within film advertising. Technical excellence in recording, mixing and the synthesis of samples and sound effects will be considered, along with the cohesion of the edit and its impact on the overall piece.

The use and aesthetic of animation in film. All types of animation, including cell, stop-motion, graphic, silhouette and computer animation in 2D or 3D, will be accepted. For films that include both animation and live action, it will be the animation that is judged.

The creation of film environments and other visual effects, including the aesthetic and technical excellence of the effects themselves along with the success of their integration into real footage.

It's highly recommended to provide a two-minute demo film showcasing how the visual effects were created.

The creative use of artificial intelligence as a distinct production technique within film advertising. All applications of AI across the production pipeline will be accepted. Entries will be judged on technical execution and the quality of integration into the final work. Work should demonstrate where AI has been used to generate, augment or automate elements of production. ​

The word limit for this section is 100 words.

This question is compulsory.

Please provide any brand and cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work.

You should outline why this piece of work was created for this particular brand, in this market, at this particular moment in time, with all of the cultural and market conditions.

The word limit for this section is 250 words.

This question is compulsory.

Do not comment on the brief / challenges / success of the film.

The word limit for this section is 250 words.

This question is compulsory.

Please select the objective(s) that were most important when creating this work – what the work set out to achieve.

For the jury to accurately assess the work, it must first establish its objectives. As you progress through the entry system, you must link your results back to each objective selected.

• Overachieve on brand metrics (e.g. awareness, engagement)
• Change consumer behaviour (e.g. attitudes, frequency, penetration)
• Create short-term sales growth (e.g. sales, promotions, discounts)
• Improve brand health (e.g. consideration, preference)
• Create sustained sales success (e.g. profit, sales)
• Create long-term brand and sales growth (e.g. shareholder value, retention, loyalty)

There is no word limit for this section.

This question is compulsory.

Please provide a summary of your entry. • Describe the background and context behind the work • What creative challenges did the work face.

This should be an overview of the work and an analysis of its effectiveness. You should describe how the objectives of the campaign have been successfully met.

The word limit for this section is 150 words.

This question is compulsory.

If yes, you must disclose how it was used, considering the following:

• What AI tools were used?
• What was the extent of AI use in the final work?
• What were the data sources or inputs for any AI-generated elements, and where did they originate?

For guidance on acceptable AI usage please refer to the LIONS Integrity Handbook. Misrepresentation or wilful omission may result in your entry being withdrawn.

The word limit for this section is 150 words.

This question is compulsory.

As a member of AdNet Zero, we believe in the collective responsibility to reduce the carbon impact of developing, producing and running advertising to achieve real net zero. Please outline how this piece of work aligns with the brand's sustainability strategy and consider the following:

• Environmental cost: What steps were taken to measure, reduce and manage the environmental footprint of the work across its life cycle?
• Meaningful claims: What evidence can you provide to support any sustainability related claims made in the work, ensuring they are credible and meaningful?
• Long-term commitments: How do the sustainability-related claims reflect the brand's broader strategy and focus on relevant issues?

Please provide details of the benchmarks used to measure the success of this work's contribution to the overall strategy. This could include but is not limited to targets related to advertising business operations - advertising production - media planning and buying.

There is no word limit for this section.

This question is optional.

Based on the brief, what consideration was given to representation and diversity of the team(s) involved?

What consideration was given to accessibility in the work and what role did DEI thinking play throughout the development of the work?

There is no word limit for this section.

This question is optional.

If there are additional results you wish to disclose to the Jury but prefer to keep confidential, please enter them below.

The word limit for this section is 150 words.

This question is optional.

Tell the Jury anything relevant about the direction.

Do not name the director.

The word limit for this section is 150 words.

This question is optional for A01.

Provide the full film script in English.

There is no word limit for this section.

This question is compulsory for A02.

Tell the Jury about the casting process.

The word limit for this section is 150 words.

This question is optional for A03.

Tell the Jury about the production design/art direction.

The word limit for this section is 150 words.

This question is optional for A04.

Tell the Jury anything relevant about the cinematography.

The word limit for this section is 150 words.

This question is optional for A05.

Tell the Jury about the creation of the original music track.

The word limit for this section is 150 words.

This question is optional for A06.

Tell the Jury about the choice of music track.

The word limit for this section is 150 words.

This question is optional for A07.

Tell the Jury about the ambitions & challenges of production process.

The word limit for this section is 150 words.

This question is compulsory for A08.

Tell the Jury anything relevant about the edit.

Do not name the editor.

The word limit for this section is 150 words.

This question is optional for B01.

Tell the Jury about the colour grading.

The word limit for this section is 150 words.

This question is optional for B02.

Tell the Jury about the sound design.

The word limit for this section is 150 words.

This question is optional for B03.

Tell the Jury the animation used and summarise any relevant challenges or techniques.

The word limit for this section is 150 words.

This question is optional for B04.

Tell the Jury about the visual effects and summarise any relevant challenges or techniques.

The word limit for this section is 150 words.

This question is optional for B05.

Tell the Jury about how AI was used as a production technique in this film. Outline, include the production stage(s) and the tool(s)/model(s) and summarise any relevant challenges.

This question is compulsory for B06.