Jacquie’s comment: ‘It can often be tedious when it comes to longer format films to keep viewers engaged but the editing of this story kept me on the journey. Well done!’

James’ comment: ‘From the opening shot I was completely drawn into the world of this short film. The movement of the performance, camera language and lighting all play together so impeccably. It wouldn’t be complete without a music mention from me, the vocal performance in the music took a familiar guitar arrangement to an extraordinary new height and really elevated the film. All in all a true work of art. Congrats!’

Kirk’s comment: ‘Hayden has done a beautiful job capturing this simple fly fishing story and most probably did so on a fly fishing budget. Well done. ‘

Nicole’s comment: ‘This piece deserves a call out, not the easiest subject matter to make feel warm and human. I appreciated the unique visual style and that every frame was well considered and crafted, but without losing humanity’.

Mark’s comment: ‘The balance between the fast paced lifestyle we all lead these days and the simple life we strive to attain is very clear in the two chapters of this film. For such an iconic South African brand it pushes the boundaries and the graphics/animation are great in adding a frenzied modern touch. This was a brave move and successfully executed. A polished piece of work.’

PJ’s comment: “I wasn’t expecting to be brought to tears on a Sunday morning but The Letter absolutely floored me. I loved everything about it, from the way the various pieces of film from SJ’s commercials and projects have been seamlessly cut together to tell one story, to the way the voice was directed. It’s a powerful piece of film for an absolutely amazing initiative.”

Fran’s comment: “Not dumb at all. A simple yet extremely visually arresting use of social media tricks and tools to drive home the point about our fixation on social media and the endless digital reproduction of our own images – the endlessly looping simultaneous glorification and dumbification of the self.”

Dani’s comment: “The simplicity of this idea is powerful and undeniable. The genius of the team behind it is that they let it speak for itself. Sitting in the discomfort of not knowing what is being asked of you, speaks volumes. Restraint and a lack of tricks is what creates the staggering impact of this piece of work.”

Judge’s comment: “Kevin Fitzgerald’s short movie ‘The Hunter’ is a well-crafted piece of cinematic storytelling. An intriguing and ever suspenseful dramatisation of a hunter and a photojournalist’s excursion into the wild. The suspense grips you throughout, as does the filmic camera language which reinforces the drama and isolation of their plight, as the narrative unfolds.”

Judge’s comment: “Full disclosure: 7Films shot this for us at Grey. I don’t believe I’m patting myself on the back by selecting this as my Best of Reel though because everything this film is, it owes to SJ Myeza and 7 Films. It could so easily have been a sad but moving story about loss and struggle. But through his casting of Akhona and Nozizwe, aided by the rapport he established with them that enabled him to draw so much rich material from them, through the sensitive cinematography that gives dignity and warmth to their home, to the way the edit guides the viewer through the relationship, the director has turned this into an ultimately joyous portrayal of the redemptive power of love.”

Judge’s comment: “A wonderful story beautifully told through the lens and capturing some genuine moments. I really enjoyed watching this and I was pleasantly surprised to see what they were actually advertising in the end.”

Judge’s comment: “Props to Lourens Van Rensburg & Siphiwe Myeza from 7 Films for Nedbank ‘Affinities Children’, for a classy piece, beautifully shot and some great casting.”

Judge’s comment: “This is an emotionally charged and truly South African story that tugs at your heartstrings as you follow a coming together moment of a young boy who carries the weight of representing his family, community and South Africa at large. A familiar construct and execution but very beautifully put together with rich cultural nuances.”

Judge’s comment: “The Best of reel goes to… Lourens Van Rensburg for directing Mercedes Benz’s “Return to Chapman’s Peak”. This mini-documentary taps into the advertising archives to find an old gem and links it to the new to deliver a compelling product demonstration. Some people will remember the powerful message of the original ad, I must say this is just as riveting. The music also does a great job of keeping the suspense going, so well done!”

Judge’s comment: “One final mention goes to SJ’s sharp direction of Tusker ‘Light the way.’  He’s created something that feels effortless and impromptu but still maintains a level of craft.”

Judge’s comment: “SJ handled this delicate piece delicately. The subject matter is a sensitive one. A part of our dark history. He welcomes us into a teenage girl’s world, full of life and promise but the end leaves you with a lump in your throat. Well done to SJ and his team. And oh, big ups on his Cannes Gold win as well…”

Judge’s comment: “Americans do this kind of humour very well where the product is integral to the spot and the joke in a seamless manner. This spot achieves that spot on. The performances are sharp, perhaps a bit over indulged but then again wouldn’t a tweenager over indulge in Bubble Gum flavoured cereal? Pieces like these are fragile, too much leniency on one way may actually ruin an otherwise great script but here all these are balanced. Just enough character interplay, the camera is allowed to both intrigue and entertain us. Nicely done.”

Judge’s comment: “When a piece of film is good I like to try work out what it is, specifically, that draws me in.  Is it the words in a great script that make me watch more, or the beautiful, uncomfortable images that make me listen to the words? When I can’t decide I know it’s a goody. In this case everything comes together beautifully. From the raw narration to the combination of long, composed shots and fluid observational moments, all suspended in a meticulously paced edit and beautifully crafted soundtrack. I like that the visual interpretation of the script is not as literal as it might have been. It’s also deliciously textural and kind of awful at the same time. The end sequence of the little boy in the surf at sunrise is sublime.  Besides feeling like you’re on the surfboard with him, the ending delivers the perfect redemptive note to the story. Always good. Well done Dirk Van Niekerk, 7Films, and all involved.  Jealous!”

Judge’s comment: “Don’t get it twisted – That’s one of the lines said in the campaign and that’s exactly what I dig about this documentary. Brutally honest, gritty and not trying too hard. Well done to 7Films for a well crafted and cleverly considered campaign.”

Judge’s comment: “There were some really good direction choices made in this little film. This story could have been told in a manipulative way but instead it’s told in an unaffected, matter-of-fact manner which makes it more endearing and worth watching. A great choice of narrator and great copy stitched together in a seamless, effortless way.”

Judge’s comment: “This film captures the feeling of addiction with gritty authenticity. The narrative sucks you in and before you know it, you’re hooked. The visual analogy is skillfully handled by the director Siphiwe Myeza.  There’s a constant duality running throughout the film. It’s dark and hopeful. It’s lo-fi and cinematic. But at the heart of it is a powerful insight, delivered with stellar direction.”