Judges comments by Claudi Potter, Creative Director at Joe Public United
For this month’s craft awards, I’m celebrating comedy, as most of my favourites fall into this category. We tend to be drawn to really emotive pieces of work when awarding craft, but comedy is often one of the most challenging genres to get absolutely right. Directing those subtle reactions and keeping the jokes contained is never as easy as some of these talented people make it look.
Best of Reel: MTN ‘Springbok World Cup’ by Chloe Coetsee from Darling Films – Direction Craft
A supporter ad is bound to be a cheese fest, and can easily turn into something that feels more like shared shame, than shared pride. However, Chloe managed to keep the performances real and likeable, and the track is perfect. Getting sportsmen to act like real people also deserves a nod. Love the well-considered opening sequence as well.
Special Mention: Volkswagen ‘Cupcake Boss’ by Aadil Dhalech from Patriot – Direction Craft
I love the performances of the boss and her granny, and dad’s little shrug. A well-contained story, with just the right amount of sass.
Special Mention: Chicken Licken ‘Soul Sisters; Father & Son’ by Greg Gray from ROMANCE (Direction Craft) and Adam Howard from Howard Audio (Original Music and Final Mix Craft)
The comic timing on this particular spot is really great, and I love the way the music and the performances work together – not just to get a smile from the audience, but to make us connect with this father and son in a more emotional way.
Special Mention: Adidas ‘Anywhere We Go’ by Kyle Lewis from Egg Films – Direction Craft
I love the choreography and casting. The projected titles are also beautifully considered. Visually great.