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Andy Gulliman praises the British Television Advertising Craft Awards for the insight they offer into groundbreaking work.
Monday's British Television Advertising Craft Awards celebrated the success of an individual's discipline. They continue to prove that craft is a significant element in a campaign's success.
While many in adland will look at the BTA Awards next winter as the 'big one', I would argue this ode to craft offers a crucial insight into understanding what makes each element in the production process so special. To this end, the winners' list reads like an education in itself.
The reel of the winners beautifully displays the role of the producer, who is often the unsung hero on an ad. A producer delivers on time and for the money; and a key way of delivering a seamless shoot is by surrounding yourself with the most talented individuals for each script requirement. The BTA Craft Awards is a manifestation of the producer's ideal crew list, and is the only industry event to celebrate the achievements of the crew.
An example of this is the Sony Bravia 'paint' ad. Understandably, the director, Jonathan Glazer, gets all the recognition, but it's great to see Mark Mason and Paul Dunn, from the special effects ...