may seem like an obvious criteria for great work, particularly in film,
but ultimately we want our audience to feel something. Ask anyone who
has found themselves staring at an unanswered text, or scanning a
finalists list only to find their work absent, and they'll tell you that
being ignored is far worse than any insult. At least a punch in the gut
has feeling. Indifference is unbearable.
Fortunately there was deluge of feeling in the film category. Medmen and Nordstrom (runner up) spots left us feeling awestruck, and with their effortless sense of craft maybe even a touch inadequate. Equal Pay Day
made us feel like we needed to question everything; equal pay, horse
insemination, plumber's working conditions in the Netherlands.
Everything. But Nike
(winner), as they so often do, made us feel like we needed to do
something, and maybe more importantly, to do less of some things too. READ ON...