What is a Creative Rating?
At Vidsy we’ve developed our own rating system to try and get to the crux of what defines a ‘good’ video. We score all videos out of five on three categories;
Creative idea - looking at the story and creativity demonstrated in the video.
Technical execution - reviewing the level of skills and ability to make the most out of the given assets and tools.
Followed the brief - how appropriate the video is compared to what was required, looking with the client in mind, does this video encapsulate the brand and its values?
Below we delve deeper into these categories and show some examples of how to achieve top ratings.
Creative Idea Rating
The uniqueness of how you’ve approached the brief. This rating looks at how you’ve pulled together the visuals, narrative, and key messaging. To receive the highest score, your video should visually draw your audience in, taking them on an unexpected journey, all while hammering home that key message.
⭐️⭐️⭐️⭐️⭐️
A strong, unique video that delivers something unexpected.
⭐️⭐️⭐️⭐️
A very good idea, clearly executed.
⭐️⭐️⭐️
A good idea, but not particularly original.
⭐️⭐️
There’s an idea in place, but it hasn’t come together well.
⭐️
No clear idea, it’s difficult to make sense of the video.
Example
In this example for Rakuten, creators were asked to tap into the gamers’ mindset by applying the principles of Rakuten's Cash Back service to old-school games.
⭐️⭐️
⭐️⭐️⭐️⭐️⭐️
Although you can see the 2-star video does try and work with the given idea, there is no substance to the story. In contrast, this 5-star video takes the same basic story and brings it to life with this playful video that pulls the viewer in.
Technical Execution Rating
It’s all about finesse and style here. How smooth are your transitions? Is the information hierarchy clear? Have you spent time polishing the visual style? To receive the highest score, your video should be a winning combination of slick pacing and highly polished, smooth transitions. Don’t forget, we’re also looking at your AE files here, so they need to be organised and easy to work with to get a high score.
⭐️⭐️⭐️⭐️⭐️
Super slick, with superb pacing and a high level of polish to the video and AE file.
⭐️⭐️⭐️⭐️
Technically very good. Everything is clearly legible and fluid.
⭐️⭐️⭐️
Well executed, but would require some tidying up for the client.
⭐️⭐️
Basic technical execution but lacking in style and finesse.
⭐️
Major technical errors throwing off the whole video.
Example
In this brief, creators had to tell the story of how eBay helps small/family businesses grow, highlighting success stories.
⭐️⭐️
⭐️⭐️⭐️⭐️⭐️
See how the 2-star video has simple animations that make the text and coloured boxes feel quite disjointed from the video. Compare that to the seamless execution of the 5-star video where the text and styling elements complement the video and draw you into the message they’re conveying.
Followed the Brief Rating
Does your video include all the key elements outlined in the brief? Does it hit the objective? Did you follow the brand guidelines? To receive the highest score, you need to demonstrate a clear understanding of the brand and brief requirements and take them to the next level.
We work closely with our clients in order to ensure that the brief meets all of their requirements, be it technical, legal etc. so if there’s anything written in the brief that seems a little odd, always be sure to check with us first before disregarding it!
⭐️⭐️⭐️⭐️⭐️
Video is the epitome of what the brand and brief is all about.
⭐️⭐️⭐️⭐️
Followed the brief to a T.
⭐️⭐️⭐️
Generally hit expectations but missing minor elements of the brief.
⭐️⭐️
Missed a fundamental element of the brief requirements.
⭐️
Missed all the key aspects laid out in the brief.
Example
In this video, the brief for YSL, the objective was to show the variety of lipstick shades available and push the audience towards the Virtual Try-On tool. The brief specified that the video had to include the required message, “one easy glide of fresh melting colour”, the brand logo, the website link, and the ‘Try it on’ graphic.
⭐️
⭐️⭐️⭐️⭐️⭐️
You can see from the difference between these two videos how well the 5-star video has nailed the timing, ensuring that not only is the copy included but it is readable and the visuals back up the message. Meanwhile, although the 1-star video is exciting and may have done well on other ratings, it didn’t include any of the required elements and doesn’t achieve the objective of pushing viewers to the Virtual Try-On tool.