Best of Reel awarded to Absolut ‘One Source Live – Africa On Fire’ by Sunu from Egg Films

iDidTht’s Monthly Craft Awards showcase the very best in craft by production companies in South Africa. The December’s Craft Awards were judged by the legendary Cameron Watson. If you Google ‘Cameron Watson’, you get everyone from a Scottish Australian football player, an actor from the series Dynasty to the Creative Director at King James. The first two will forever live in the third’s shadow, shame… Thanks for gracing us with your presence Cameron Watson, we are in awe! Congratulations to all the winners. 


BEST OF REEL: Absolut ‘One Source Live – Africa On Fire’
Egg Films | Sunu
(Direction Craft)


SPECIAL MENTION: #BiteSizeBallet ‘#BiteSizeBallet No.5’
Darling Films | Chloe Coetsee
(Direction Craft)

SPECIAL MENTION: Nedbank ‘Money App’
The Star Film Company | PHI
(Direction Craft)

Judges comments by Cameron Watson, Creative Director at King James Group

BEST OF REEL: Absolut ‘One Source Live – Africa On Fire’ by Sunu from Egg Films – Direction Craft

There is always a challenge to doing a great piece. There is an even greater challenge to making the piece that follows. Sunu has been able to summon his own superpowers for this month’s craft ‘Best of Reel’ and given us yet another visual spectacular for Absolut : One Source. This 4-minute-plus promo is full of styling, attention to detail and new visuals that keep you entertained. I felt that while the visual effects were slightly overused, and more in-camera trickery would have helped the scenes sit seamlessly into the beautifully styled and art directed world that is created for us, they can be forgiven in light of the theme. A piece that all involved can be proud of.

 SPECIAL MENTION: Joburg Ballet ‘#BiteSizeBallet No.5’ by Chloe Coetsee from Darling Films – Direction Craft

World-class choreographers, huge dance troupes, pyrotechnics, digital lighting rigs – all edited together into a schizophrenic barrage to try and get our attention are what gets this piece a special mention; because it uses none of the aforementioned. Chloe’s ability to create commanding visuals by keeping them simple, allows the ballet performance itself to stand out, right up until the final shot of the subtle resolve that leaves us all in hope that the rain dance actually works. Fluid camera moves, in tandem with the dance, make it better than having front row seats.

SPECIAL MENTION: Nedbank ‘Money App’  by PHI from The Star Film Company – Direction Craft

Initially, I felt this piece fell into the category of ‘seen it’, but I kept coming back and wanting to get it to change my mind. In the end, I think it gets let down by a couple of familiar and expected shots, but the rest is pieced together elegantly and in a way that I felt was deserving of a special mention.

About Our Judge

iDidTht Guest Judge: Cameron Watson, Creative Director at King James Group

Cameron is creative director at King James Group, Cape Town. During his career he has worked across many of South Africa’s industries, allowing him to share sets on location with a F1 world champion at a racetrack and a UN water engineer in a remote Ethiopian village. The results of these and others have created some brand defining work, earning both local and international awards and even a permanent, internationally recognised day in the annual calendar. With a focus on integrated, smart ideas he feels that communication can change the way people live their lives, but first it has to be understandeable. Simplicity is the key.

All Film Reel Entries

Arcade Content | Zandi Tisani
Castle Lite ‘From Frank’
(Direction Craft)

Bioscope Films | Hylton Tannenbaum
Western Cape Government ‘#ManUpSlowDown’
(Direction & Editing Craft)

Darling Films | Chloe Coetsee
#BiteSizeBallet ‘#BiteSizeBallet No.4’
(Direction Craft)

Egg Films | Lebogang Rasethaba
Nike ‘Battle Force JHB’
(Direction Craft)

Egg Films | Slim
Jameson ‘Sine Metu’
(Direction Craft)

Egg Films | Dani Hynes
Kelso ‘For All Our Beauty’
(Direction Craft)

Giant Films | Peri van Papendorp
VW ‘Marco Polo’

Giant Films | Peri van Papendorp
Flying Fish ‘Heavy vs Light’

Groundglass | Gareth Kaatze
Contemplate Cape Town
(Direction Craft)

Lucan | Andrew Mcnally
VOOV ‘Africa Go Live’
(Direction / Original Music Craft)

Lucan | Wian van Bergen
Autodesk ‘Make Anything’
(Animation Craft)

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