Sally Campbell on the Power of Film Craft

What’s your definition of what this category means in 2017?

Film Craft in 2017 celebrates those individuals who can deliver to an exceptional standard. More than ever, craft practitioners are having to fight harder, be more inventive and push boundaries to exceed the incredible legacy they’ve inherited.

What’s your favourite campaign in terms of craft from the past 12 months and why do you think it can be considered so well executed?

An exceptional entry, for me, is the seamless combination of idea and execution. The Channel 4 Paralympics ad is exactly that. It starts with a simple but very pure idea – We’re The Superhumans.

In every aspect of film craft, this sentiment is clear. From the casting to the cinematography, the production design to costume design; every aspect has been considered to remain true to the idea. The final result is momentously positive, uplifting and has the power to genuinely change behaviour.

How creatively successful do you feel the year has been for film craft and why?

Extremely. With the pressure of Brexit and the ever-shifting nature of the industry landscape, we are seeing some truly exciting and inventive filmmaking.

If you were on the jury, what would you be looking for and taking into consideration this year in the Craft category?

I would be looking for category-breaking work that delivers above and beyond anything we’ve seen before. For the discipline of filmmaking to shine through and for the rigour and attention to detail that makes an exceptional piece of work.

How do you think film craft has changed over the past few years and what are the reasons for this?

With the increasing influence of technology on our business it has become both easier and harder to make work. There are incredible efficiencies that technology brings – the ability to do things faster and more cheaply.

The discipline of being able to carve out space to know how to use this effectively has become an additional opportunity. Those that truly excel have managed to combine the experience of traditional practices with the advantages that technology brings to stunning effect.

Is craft as important as it once was?

Undoubtedly. It is the life blood of our industry.

What sort of work are you expecting to be entered at the Palais this year in the Film Craft category?

We are in a time of incredible social, political and economic change, so I expect the work to reflect that; to be rooted in a wide social consciousness.

What can you see for the future of film craft in the industry – are you optimistic?

Absolutely. I am proud of the heritage that we pass on to the next generation but excited to see how new points of view will shape the future of our industry.