good example. I think there are three rules to using effects:
First the effect should be motivated by the footage.
Second the more subtle the effect the more freely you can use it – film look filters are often transparent to the average viewer, they see the effect, but are unaware of the artifice.
Third the effect should be used to enhance or draw attention to (aspects of) the subject matter not the effect.
competitions aside, the reaction we should be looking for – the reaction the customer is looking for – is ‘what a beautiful wedding’ not ‘what a clever video’.