"Ideas are cheap. Implementation is the hard part." I find this especially true when it comes to developing concepts for brands. The idea, the backdrop, the premise--these are starting points that will grow and mature beautifully like an orchid, or live a short and unremarkable existence--like a mayfly. In either case, the future of your concept is decided by its ability to work within the rules of the brand.
Before getting too far, I recommend you develop a simple scoring system (everyone on the team should keep their own score for each). I like a simple 1-5 for each category.
1. You've probably set some ground rules for this production: budget, goals, etc.. These are super-important. Important enough that if you put them aside for a minute, they won't go far. You are already evaluating these video concepts based on the bulky parameter of connecting with you--save the rest for now. Not to say that this stage should lead to you throwing away good concepts just because they don't connect with you in the moment--but allow yourself a blank slate on-which to gain a first impression, as an audience member. This is your only chance to objectively (as possible) react to a concept--don't take it for granted.
2. Does it achieve or at least approach your marketing goals for the video content? This is certainly workable once you get into award and development, but it's good if they've at least considered them at this stage.
3. Does it fit with your overall brand? Maybe this is a new play for a new audience. If so, we want to know how it fits with the brand overall. Are there any potential threats to other audiences?
4. How much of a risk is this creative? This sounds like a lower score is better--but it's not, necessarily. Anyone who has produced or supervised any video content production has learned that risk is important in many circumstances. However, every single risk has to be intentional, calculated and watched every step of the way. We are not reckless, we are daring.
5. Do the resources required fall in-line with our budget? Producing video content doesn't have to be expensive, strenuous and time-consuming. Your creative has 100% control of what resources it will take to produce this content. Don't have the resources for this brilliant concept? That's ok--let's re-write to remove any non-essential components and get to your budget. Still not there? Now, we might need a new concept.
Whatever you are trying to achieve with your video content, there are endless ways to get there. Get a lot of opinions, do a lot of research into similar content, and go into the process as informed as possible.