Screenwriter, Film Director, Co-Owner & Chief Creative Officer of TCP Those Creative People and D&AD Direction judge, Kia Moses, shares insights from the judging process, her favourite projects from this year’s awards, and how to achieve craft excellence in the Direction Category.

The judge reveals how the principles for analysing creative excellence are useful measures to apply to any creative work. Turning her attention to this year’s standout pieces, she says that beyond the emotive films of togetherness, what caught her eye was AirPods – Bounce from Apple / TBWA\Media Arts Lab. “What is powerful about an ad like Apple AirPods Bounce is that it actually embodies the freedom that we’re all craving right now,” she says.

Moses also commends the broad range of perspectives on the judging panel in terms of its global representation and also the split between male and female judges, and the range of years of experience. “We came together for a great, friendly debate about the work from around the world, and it was amazing because at the end of the day we just chose the work that was the best, regardless of who or where it came from.”

Hosted by Adobe Content & Community Manager Emma Lextrait
Originally broadcast on Adobe Live, the community where creatives share ideas online.