As a junior, I remember spending ages debating with my ECD over 3% more yellow in the layout. Things really have changed since then. With budgets getting tighter and deadlines shorter, it feels like craft isn’t at the top of the priority list anymore. So I really enjoyed judging this month’s craft entries. But craft isn’t just attention to detail, it’s also originality. Many of the spots felt familiar, the ones that stood out approached the brief in an unexpected way.
BEST OF REEL: WAIF ‘Repertoire’ by Aadil Dhalech from Patriot Films – Direction Craft.
An Art Nouveau commercial, with a beautiful and clever treatment. We’re bombarded with so much that it takes a lot to hold the viewers’ attention and not skip a commercial. This piece succeeds, and it’s partly because it doesn’t feel like an ad. You can see the love that went into it, proof that you don’t need big budgets to make great work, you need passion. I’m off to buy some earrings and start smoking.
SPECIAL MENTION: Indiefin ‘Be Indie’ produced by Bioscope Films, entering on behalf of Pressure Cooker Studios – Original Music Craft
I love how this track combines so many ideas together. Traditionally you would want to keep things simple, this goes against that and proves there are no rules.
SPECIAL MENTION: #hopejoanna by Teboho from Bomb Commercials – Direction Craft
You had me at musical. I love the energy, blend of old with new and the good vibes it leaves you with.