Best of Reel Awarded for Direction to Metropolitan ‘After Tears’ by Kim Geldenhuys from 0307

Every month iDidTht.com teams up with an industry leader to award South Africa’s best in Film Craft. November’s iDidTht Craft Awards have officially been judged by one of the biggest guns in the industry. Raise your craft gin glasses to the legend herself: former Chairperson of The Loeries, Creative Director at FCB and a leader we’d happily follow into any pitch, Suhana Gordhan! Massive congrats to all the sexy winners.

BEST OF REEL:

BEST OF REEL: Metropolitan ‘After Tears’
0307 Films | Kim Geldenhuys
(Direction Craft)

SPECIAL MENTIONS:

SPECIAL MENTION: Showmax ‘Zero Bucks Given’
Massif | Nare Mokgotho
(Direction Craft)

SPECIAL MENTION: MTN ‘The Sweater’
Patriot Films | Anton Visser
(Direction Craft)

SPECIAL MENTION: Coke ‘Chasing Dreams’
TigerFight | Garth Barnes
(Original Music Craft)

Judges comments by Suhana Gordhan, Creative Director at FCB Joburg

Best of Reel: Metropolitan ‘After Tears’ by Kim Geldenhuys from 0307 – Direction Craft
This is a tough category in which to make work that is meaningful and moves you. “After Tears” is sensitively treated. It feels real, authentic and unaffected – never heavy handed. I loved the way the director captured the small, intimate, candid moments that take place during After Tears. Someone has to get the children ready, there’s always the ladies washing dishes, people gathering in the kitchen, and there’s that strange, quietness of grief amidst the activities that must go on. I’m also relieved at the choice of no subtitles. A really beautiful piece.

Special Mention: Showmax ‘Zero Bucks Given’ by Nare Mokgotho from Massif – Direction Craft
Man….everything comes together so seamlessly in this ad. The performances are the kind you can watch over and over. The subtle camera reveals add to the humour and there’s an effortlessness achieved that is just wonderful.

Special Mention: MTN ‘The Sweater’ by Anton Visser from Patriot Films – Direction Craft
It’s great to laugh out loud at an ad. It’s a hard reaction to achieve but this one does it brilliantly. It fully embraces the unreal and that lack of compromise is what makes the humour awesome. If Jordan Peele saw his meme coming to life, he’d be proud.

Special Mention: Coca-Cola ‘Chasing Dreams’ by Garth Barnes from TigerFight – Original Music Craft
First, I should acknowledge that I was involved in this ad. But I want to wholeheartedly salute the musos for giving this piece such a vibe. It was quite a challenge to ensure that the music felt authentic to Tanzania, helped tell the story and still felt like Coca-Cola in personality. They achieved all of this and it’s the track that fast becomes an earworm.

About Our Judge

iDidTht Craft Awards Guest Judge: Suhana Gordhan, Creative Director at FCB Joburg

Suhana Gordhan is a Creative Director at FCB Johannesburg. She entered the advertising industry in 2001 and has worked on some of the country’s much-loved brands at agencies like Ogilvy, Black River FC and Net#work BBDO, and just finished her tenure as the Chairperson of The Loeries. Gordhan is passionate about the art of copywriting and loves parenting an idea well enough so that nobody corrupts it along its journey from birth to maturity. She enjoys building client relationships and is proud of South African creativity. Gordhan is a Hindu, who learned very quickly that there are no sacred cows in advertising. One of her favourite moments in advertising was pissing off a dictator, and winning a Loerie Grand Prix for it. Some of her other accolades include a Black Eagle, Gold Pendoring, Creative Circle Ad of the Year, a Silver Pixel at The Bookmarks and a Cannes Silver Lion.