JULY IDIDTHAT CRAFT AWARDS_JULY HEADER 2022

Best in Craft awarded to Cindy Lee from The Star Film Company and Zee Ntuli from Darling Films

This month’s IDIDTHAT.co Craft Awards were judged by Group Executive Creative Director

‘What are the IDIDTHAT.co Craft Awards?’ Every month we team up with ad industry leaders to award the finest in South African film and production craft across these different categories: Direction, Editing, Cinematography, Animation and VFX, Online, Original Sound, Sound Design and Final Mix. It’s just another way that we make it ridiculously easy to stay up-to-date with who’s doing the best work in the country.

BEST IN CRAFT (Direction)
First for Women ‘Here, here and here’
The Star Film Company | Cindy Lee

Awarded by Hylton Tannenbaum

‘This piece gave me something to think about. All the times and places that women have to think about safety. As a father of two daughters, their safety is often on my mind, but this spot made me realise that women think about safety ALL the time: at clubs, in ubers, taking jogs, walks, at home, at night, during the day, during sex and everywhere in between. In crafting this thought provoking message, Cindy has expertly used all the tools at a director’s disposal – great casting, solid performances, engaging cinematography, authentic textures and a considered pace.’
– IDIDTHAT Guest Judge: Hylton Tannenbaum, Director at Bioscope Films

BEST IN CRAFT (Direction)
MTN ‘Voice’
Darling Films | Zee Ntuli (Direction)

Awarded by Nkanyezi Masango

CRAFT MENTION (Licensed Music)
MTN ‘Voice’
Marc Algranti Music | Marc Algranti

Awarded by Nkanyezi Masango

Nkanyezi’s comment on direction: ‘This is an ambitious idea. It relies on so many components to work: performance, animation and storytelling. If just one of those elements is compromised, the whole thing would tumble like a house of cards. But Zee Ntuli not only managed to make each of these work – he elevated them so much that they’re not distracting from the narrative. That’s the purpose of craft, to get out of the way. Zee understood the assignment and delivered. It’s a magnificent achievement.’

Nkanyezi’s comment on music: ‘A superb choice. And the fact that the artist, Sampa the Great is integrated into the ad makes it even more meaningful. Bravo Marc Algranti.’

CRAFT MENTION (Direction)
KFC ‘Boot’
Patriot | Sam Coleman

Awarded by Hylton Tannenbaum

‘Although a solid campaign for KFC overall, “Boot” stood out for me as the best of the bunch. It’s so refreshing to see screen time being utilised to tell a story. So many scripts are jam packed with wall to wall vignettes, or way too much narrative for its duration – so to see a simple, singular story about a person unable to resist tucking into some KFC, felt like I was watching a scene from a movie. The one taker, locked off camera works a treat, effortlessly combined with a Tarantino-esque inside the boot POV. I loved the camera remaining in the closed boot with the KFC bucket, building suspense while awaiting the inevitable. A good looking spot with a great cinematic canvass, and personally, knowing how difficult it can be to get those appetite appeal consumption shots, she really looks like she’s digging that KFC. Sam nailed it.’
– IDIDTHAT Guest Judge: Hylton Tannenbaum, Director at Bioscope Films

IDIDTHAT GUEST JUDGES:

JULY CRAFT AWARDS Nkanyezi Masango (small)

Nkanyezi is the Group Executive Creative Director at King James, working on brands such as TymeBank, Sanlam and Santam. His career began at TBWA Hunt Lascaris in 2002 as a junior writer. When he discovered that creativity has no cultural boundaries, he decided to take his talents to TBWA Hong Kong in 2007 and immediately got the once-in-a-life-time chance of working on adidas for the Beijing Olympics. His work has been recognised multiple times at Cannes Lions, D&AD, One Show, Epicas, LIAs, New York Festivals and Webbys. In South Africa, he’s won countless Loeries and 2 Ad of The Year awards consecutively, at the Creative Circle. Nkanyezi has been a jury member at major festivals including Art Director’s Club NY, New York Festivals, Young Guns and Ad Stars in South Korea, where he was also a keynote speaker. In 2018, he was the Chair of Judges at the Perth Advertising and Design Club. A champion for diversity in the creative field, he founded Blackboard, an initiative that aims to raise awareness for creativity as a career to high school students in disadvantaged communities.

Hylton Tannenbaum a director at Bioscope Films. He began shooting films when he was 10 years old, using his Dads Super 8mm film camera (which as you can see he still has) and casting his family, friends and pets in his movies. After graduating from WITS with a BA, and then from AAA with a post grad diploma in advertising, he realised his lifelong dream of studying filmmaking at The London Film School. While at film school Hylton won the prestigious Kodak Student Film award for best student commercial, launching his career as a director. Hylton has directed over 250 commercials, shooting for almost every South African ad agency and many international ones too. His work has won numerous awards over the years, most recently his CANSA Testi-monial’s campaign won 2 Silver Cannes Lions, a Silver Clio, and 3 Golds, 2 Silvers and a Bronze at the 2016 Loeries. Although experienced in all kinds of boards – from cars to kids to food, Hylton prefers work that leans into the quirky, surreal and absurd, always finding inventive techniques to bring ideas to life.