Want to win the Young Lions Film category? VML copywriter Jordan Ellis says this is key…
After winning Young Lions Australia’s Film competition last year, VML copywriter Jordan Ellis took on Cannes, learning firsthand what it takes to stand out. His biggest takeaway? A strong idea beats slick execution. He shares how he tackled the 48-hour film brief, what surprised him about Cannes, and his top advice for 2025 entrants.
(Registrations for Young Lions Australia close midnight tonight, register here).
What inspired you and your creative partner Maddy to enter the film category for Young Lions?
Jordan: For us, it was the simplest category. You just need a tight write-up to explain your insight/idea. And Mads was confident in crafting the film. A lot of people might be intimidated by the category because you have to produce the film. But overall, it has the least moving parts.
How did the competition process at Cannes differ from your experience in the Australian Young Lions comp?
Jordan: The time frames and overall pressures were similar – I’d say the Australian competition prepped us well for Cannes. We had the same 48-hour window to respond to the brief, but the big difference was the level of support. The Australian team was more efficient in troubleshooting issues because there were fewer people to deal with. The downside during Cannes was not getting a chance to connect with many of the other competitors.
The best way to prepare is to lean on your team and trust the process you’ve developed. Don’t be afraid to reach out to the organisers if you need clarification or support – they’re there to help, even if the environment feels formal.
What did you find to be the most challenging aspect – developing the idea or the execution?
Jordan: We actually got quite lucky with both. The ideas we landed on lent themselves to low-fi executions that didn’t require a huge amount of polish and leant into the platform we were working with. So we ended up spending the majority of our time really refining and honing the creative concept. One of the judges even commented that our insights set us apart.
What was the most memorable part of the Cannes experience for you?
Jordan: Meeting all the other Aussie and Kiwi young creatives was definitely a highlight. There was such an energetic, lively atmosphere, even if we didn’t get to interact with them as much as we would have liked during the competition itself. Just walking through the exhibition space and taking it all in was inspiring.
If you could offer one piece of advice to first-time Young Lions competitors, what would it be?
Jordan: Focus on the idea above all else. You’ll want to start filming straight away but resist that urge. The judges are really looking for that unique insight and idea that stands out from the rest. So spend the majority of your time workshopping and refining the concept – the execution will follow.