All of the winning work, submitted video demo presentation with approximately 1 minute duration. Not all of the entries supply with poster image.
One of the best entry format: Clear video concept, the submission of visual montage successfully explain the use case of the project. Link
From my observation, the winning works doesn't really have very detail information architecture and ui connectivity. The shared common points are the innovation and behaviour changing concept that reflected ASOS aim in connecting the target audience with the feature of mobile network. The usage of camera function allowing them to publish themselves into the social media channels every now and then. ASOS products will need to be featured with the look and feel that is in line with the ASOS brand and aesthetic. It must be viewable on a smartphone. But it’s not a must to actually create an app or site, but must clearly show how it would work, look and feel.
From the direction of how the judges define winning work, I will need to produce a clear summary of the reasoning behind my idea and creative solution in answering the brief. The submission of research references and/or moodboards will help to explain my creative solution. A clear presentation of understanding of the proposed user experience is also an important criteria for the award judging process.
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