- 'The target audience was specified as a culturally sophisticated, 16–25 age group, class AB demographic'
- 'at least two characters representing at least two different social group'
- 'clear sense of branding across the two elements of the cross-media production'
- 'utilising a variety of camera shots and movement'
- 'effective material was shot at night'
- 'access to high quality equipment – some video work was of close to professional quality'
- 'suitable for broadcast on streaming sites such as YouTube'
- 'minimum of two original images on the website'
- 'best work emphasised the performance aspect'
- 'Top end work (within the website) ensured that traffic was driven between the website and the music video'
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