Laura Gregory explains why craft isn’t as easy as it looks.
Craft is one of the toughest categories on the awards circuit. You are always mindful of the core idea, but the unique element of execution is what we are here to award. The most awarded ideas will win at every award show in the world, but don’t always make gold for craft. Sometimes, a good idea, which may have one exceptional element, is recognised but the same piece may not get an award under another jury. The best part of judging craft is unearthing a team, or an individual whose outstanding contribution to the overall project lights a passion in the jury.
We begin with the briefing session: we discuss the criteria fo
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