Amongst the many gems I discover, naturally there are also some less than stellar submissions.  One lazy, uninspired format in particular that keeps popping up is the kind where the film is nothing more than a video of a fashion photo shoot or a look book in motion. 

Fuente: Young Director Award

Algunos de los puntos, aunque pueden sonar un poco engreídos, reflejaban de una manera precisa lo que se iba a estar evaluando y lo que se buscaba en la competencia audiovisual. Como nota, el umbral de atención se reducido a 8 segundos aproximadamente, pero aún así podríamos decir que esta lista de recomendaciones ha envejecido muy bien para cualquier persona interesada en realizar un fashion film o un producto en video. Espero sean de utilidad.

1.  Remember that this is our chance to get up close and personal.  So make us something personal.

2.  Grab the attention of your viewer in the first 30 seconds of the film.  Don’t wait.

3.  Do not use the mirror effect.  Please just don’t.

4.  Colored smoke isn’t really all that impressive.  Really – reconsider.

5.  Sometimes, a little comedy can be a clever way to seduce people who are starved of humor in fashion.

6.  Never forget that what you’re creating is a film.  It is not a photo shoot in motion.

7.  Work closely with a composer to support your images with a fitting score.

8.  Fashion must be the protagonist of your film.

9.  Have your film take us somewhere we’ve never been.

10.  Develop a unique aesthetic for your film.  Know when to contrast and when to complement.  Consider the raw and the refined.

11.  A clear scenario helps, especially if the film is more than 3 minutes.

12. Invest in and have immense respect for good technicians.  They are a rare breed.

13.  A genius film editor is a huge asset.

14.  Sound is a key player in any film; pay close attention to it.

15. Get the best director of photography you can find.

16.  If you need actors, then don’t ask models to play their roles –  not unless they can really act.

17.  Evoke powerful emotions.  Loud isn’t always powerful.  Subtlety can be.

18.  A director certainly doesn’t have to come from the fashion world to make an outstanding fashion film.

19.  Someone famous either in front of or behind the camera can be a big boost.  But it’s not for everyone and not for every film.

20.  Think carefully about the rhythm of the film.

21.  Consider the subtext of the film. Superficiality can be fun or funny but subtext adds depth and dimension.

22. The director of the film should be the right fit for the fashion you’re trying to capture.

23.  If the film moves the audience, then it is a success.

24.  Leave your viewers wanting more.

25.  Know when to cut.  There’s nothing worse than a film that leaves you waiting for it to end.  Sometimes, less really is more.

26.  Take my breath away.

27.  Predictability is the biggest turn-off.

28.  Leave room for spontaneity but, for heaven’s sake, have some sort of plan.

29.  Snag a brilliant Art Director

30. Always respect the time limit

31. Do not heavily grade the image to compensate for the fact that you don’t know how to illuminate