Pick n Pay ‘Eat Like a Champion’

I DID THAT CRAFT AWARDS
Judge’s Pick

IDIDTHAT JUDGE
Kate De Bruyn

AWARDED
11 July 2026

JUDGES COMMENT ON (CRAFT MENTION)  SOUND – FINAL MIX CRAFT
“Good sound design is often an undervalued part of the production process, but done right, it can make a huge impact. So, as a writer by trade, I need to call out this piece as an example of that impact.

In a commercial that chops and changes between many different scenarios and countries, the first element that lets the viewer know where you are is the sound. This always runs the risk of sounding disjointed and jarring, but the sound design here makes it seamless and easy to follow. There is a great mix of energy and stillness to really let the scenarios breath and allow you to absorb what’s going on before you jump into the next scenario. So, what could very easily become fast and frantic, rather feels like a journey with ups and downs, as well as space and movement that not only matches, but accentuates the editing in a smart, engaging manner.”

– Kate De Bruyn, Creative Director at Studio One, Publicis Groupe

View I DID THAT Craft Awards July 2026 showcase

We collaborated with director Fausto Becatti and Bioscope Films, alongside agency Halo, on Pick n Pay’s ‘Eat Like a Champion’ campaign, an integrated Springbok platform built around rugby’s oldest running question: “What are they feeding the Springboks?” Told through the eyes of the rest of the rugby world rather than South Africa’s own, the film spans four continents, five countries and seven cities, weaving together studio shoots, remote captures, archive rugby footage and dozens of hidden Easter eggs for the passionate fan.

We at Pressure Cooker Studios handled the music search, Sound Design and Final Mix for the campaign, even sourcing one track from our own Pressure Music Catalogue. The real craft lay in the mix itself, handled by Alex Smillie: giving every location its own sonic identity and every comedic and action beat the space and scale it needed to land, including our now signature crowd sound once again brought to life by our full Pressure Cooker Studios team for the “You know what time it is” stadium scene.

Brand/Client: Pick n Pay
CMO: Katherine Madley
Head of Product Marketing: Landre Venter
Creative Consultant: Alistair King

Agency: (Not an IDIDTHAT member)

Film Production & Crew
Production Company: Bioscope Films
Director: Fausto Becatti
Producer: Daniel Kaplan
Line Prod: Maurice Dingli
Line Prod: Lee-Anne Jacobz
Line Prod: Naledi Kgope
1st AD: Trav Nel
Art Director: Wikus Muller
Stylist: Thom van Dyk
HMU Joburg: Orlio H
HMU CT: Nombuso Ngcobo

Cinematography:
CPT: Devin Toselli
JHB: Fabian Vettiger
Ireland: Joseph Ingersoll
JHB: Josh Levi
New Zealand: Maria Ines Manchego
Service in Ireland: Bottle Creative Video Agency
Service in New Zealand: State House Productions

Post Production
Editors: Julian Redpath & Xander Vander
Colourists: Terry Simpson & Nic Apostoli
Post House Cape Town: Good Edit
Post Production Facility: Chocolate Tribe
Grade NYC: Blacksmith
Music & Sound: Pressure Cooker Studios
Creative Producer: Astrid Iverson
Music Supervisor: Katryn Nieuwoudt
Foley Recording and Edit: Denys Marcel and Angelique Murray
Sound Design and Final Mix: Alex Smillie

*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.