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We try to decide on an aspect of FIRST- as the rules request- and then try to find a way to illustrate that idea. I like the commercial approach because we need to keep it short. We've had trouble in the past because we try to cram too much into 30 sec and the judges probably miss half of it because they need to look at another 300 animations after ours.
Keep it simple but be creative
Look at commercials and videos that you like and try to identify what you like about them and what separates them from the rest. Look at last years DVD (as someone suggested already) then kick butt!
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