Tone describes the emotion or mood that resonates from the piece. The key to this category is that in order for us to award a video with a certain tone (such as Funny or Heartfelt) it must succeed in evoking that emotion, and not just try. When you watch a video, ask yourself, is this really funny? Or is this really inspiring? It needs to have an emotional pull. If it tries but falls flat, leave the category off. Also keep in mind that a video can have multiple tones. For instance, it could be Scary as well as Funny. Or Dark as well as Inspiring.

Dark 

Description:

Content that includes macabre or dark subject matter, or just includes dark cinematic techniques.

Distinction:

This doesn't necessarily need to mean "dark" as in evil. It could also include spots that are just shot in a dark style, such as some Under Armour or Nike spots. This could mean dark in subject matter, or dark in cinematic technique.

Dramatic

Description:

Anything that includes narrative conflict that isn't meant to be played for a laugh.

Distinction:

This conflict could be between characters (an argument), or situational (a tragic car crash). Whatever it is, it should have a serious tone and have a sense of tension.

Energetic:

Description:

Usually work that features fast editing or excited camera movements and actor performances.

Distinction:

Energetic works make the viewer want to get up and move or try something fun by bursting with color, flair, and excitement from every aspect, technical and artistic.

Filmic

Description:

Anything that looks filmic or highly cinematic.

Distinction:

This is more of a visual style, and includes anything that has a filmic look to it. It could be something with actual film grain or it could just be imagery with a highly cinematic feel.

Funny

Description:

Something that makes you laugh.

Distinction:

Comedy is highly subjective, but at the end of the day, this should make you smile, laugh, or at least be something that you could see other people laughing at. Make sure it actually hits home. If it's only mildly amusing, or falls flat completely, pass on this tag.

Heartfelt 

Description:

Touching and emotional.

Distinction:

Something that pulls on the heartstrings. It could be something dramatic and emotional, or it could be something silly and cute. But regardless, it should touch you in some way and not fall flat.

Inspiring

Description:

Anything that motivates or inspires.

Distinction:

This should have an emotional feeling of inspiration, motivation or a shifting of perspective. It needs to effectively strum those emotions to be tagged as such.

Scary

Description:

Something that scares or falls within the horror genre.

Distinction:

We can be a bit more lenient on the categorization of this one, as it's difficult to create something truly scary for public viewing. But if it features traditional elements of the horror genre, feel free to categorize it as Scary.

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