Best in Craft awarded to director Justice Mukheli from Romance

This month’s IDIDTHAT.co Craft Awards were judged by perfectly equal parts demure and brat, Nkgabiseng Motau, Chief Creative Officer at Think Creative Africa and Ernest Nkosi, Director at Mogul Pictures. Congrats to Justice Mukheli from Romance for taking home the top spot this month. Well done mister!

‘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

BEST IN CRAFT (DIRECTION)
TikTok ‘Daddy Dearest’
Romance Films | Justice Mukheli

Awarded by Nkgabiseng Motau
Awarded by Ernest Nkosi

Judge’s comment: ‘This film immediately drew me in with its unexpected storyline. I felt deeply connected to the father-daughter relationship, which the director masterfully transformed into something emotionally rich and multi-layered. The performances were moving, and it felt like watching a little movie in just a few minutes. It’s the kind of piece that stays with you long after, showing how everyday moments can become something profound through great direction and storytelling.’ – Nkgabiseng Motau, CCO at Think Creative Africa

Judge’s comment: ‘TikTok’s ‘Daddy Dearest’ commercial is a powerful exploration of the bond between a single father and his teenage daughter. This film brilliantly shows how one app can bridge generational gaps and inspire dreams. The creative choices are spot on, the technical work is equally seamless making this a standout in the current wave of narrative-driven advertising—a script I wish had landed on my desk. It’s no surprise this piece wins Best in Craft this month, proving that storytelling in advertising is thriving.’ – Ernest Nkosi, Director at Mogul Pictures

CRAFT MENTION

CRAFT MENTION (DIRECTION)
Private Property ‘We Have a Space for You’
Egg Films | Zwelethu Radebe

Awarded by Nkgabiseng Motau

Judge’s comment: ‘The performances were genuine, making the concept of ‘space’ feel more personal and inviting. It was beautifully executed in a way that made each scene feel familiar and welcoming. This ad effortlessly captures the essence of home. I think this deserves a Craft Mention for direction.’

CRAFT MENTION (DIRECTION)
Private Property ‘We Have a Space for You’
Egg Films | Zwelethu Radebe

Awarded by Ernest Nkosi

Judge’s comment: ‘Private Property’s latest commercial takes the familiar vignette approach and gives it a fresh, unexpected edge. While vignettes can often feel predictable, this film stands out by deeply connecting with the universal desire for personal space—a place where growth, dreams, and self-discovery unfold. This ad proves that even well-worn formats can feel new again when done with intention and care, making it a memorable piece in the current landscape of advertising.’

CRAFT MENTION (SOUND DESIGN)
KFC Thailand ‘Zabbaholics’
Howard Audio | Paul Theodorou

Awarded by Nkgabiseng Motau

Judge’s comment: ‘I love the soundscape created to support this story. It deserves a Craft Mention because the sound design perfectly complements the zany style of humour, enhancing the entire piece and elevating the comedic elements. The sounds bring a unique layer to the storytelling that makes it stand out.’

IDIDTHAT GUEST JUDGES:

Nkgabiseng Motau_Think Creative Africa_CRAFT_AWARDS_JUDGE_Aug24

Nkgabiseng Motau, CCO at Think Creative Africa
As a Founding Partner and Chief Creative Officer of Think Creative Africa, Nkgabiseng Motau combines her passion for African creativity and data-driven insights to generate ideas that solve business problems and impact society. She has over 10 years of experience in the communications industry, working on local and global campaigns for some of the world’s most loved brands at the helm of Africa’s top multinational agencies. Nkgabiseng has won multiple creative awards, including a gold Pendoring Award for the branding design of the Nelson Mandela Children’s Hospital and a Gold Loerie Award for the effective creativity of Coca-Cola. She also created one of the only campaigns to come out of Africa and be adopted in over 95 countries around the world. At Think, she leads a team of talented creatives in servicing bluechip clients such as Multichoice, Vodacom, and Metropolitan Life. She is a member of the Creative Circle SA EXCO Board and a juror for prestigious organisations such as ADC, One Show, Ad Stars, and Cannes Lions.

Ernest _Nkosi_Mogul_Pictures_CRAFT_AWARDS_JUDGE_Aug24

Ernest Nkosi, Director at Mogul Pictures
Ernest Nkosi is an innovative force in South Africa’s creative landscape, seamlessly blending his passion for storytelling with a deep understanding of urban culture. As the director of the internationally acclaimed feature documentary An Ordinary People, currently streaming on Amazon Prime across 142 countries, Ernest has made a global impact with his writing abilities working blue chip accounts. A co- founder of a bi-weekly podcast, Spin Session, has rapidly gained traction, attracting 1.5 million unique viewers in just four months. With his latest venture, Box Nation, Ernest is redefining the world of car spinning, positioning it as a central element of urban culture in South Africa. A visionary with a knack for capturing the pulse of the streets, Ernest Nkosi is at the forefront of Africa’s creative revolution and the current creative director at Mogul.

ALL CRAFT ENTRIES

Best in Craft awarded to director Justice Mukheli from Romance

Panarottis ‘Togetherness’

KIA ‘Sonet’

Flying Fish ‘Nothing’

Adidas ‘Road To Paris – Thati Zulu’

Standard Bank Prestige ‘Traveller’

Capitec ‘Just like that’

Rama ‘Ramalicious’

Yaga ‘Open For Business’

Spotify ‘Reflections’

Capitec ‘Just like that’

Citadel ‘Citadel TVC’

KFC Thailand ‘Zabbaholics’