Judges comments by Graeme Jenner, ECD of King James Group JHB
Best in Film Craft: Nike ‘Birthplace of Dreams’ by Lebogang Rasethaba (Arcade Content) – Direction Craft
I think all we’re trying to do when we craft a film is make people feel something. Because when you feel something it stays with you, you remember it. There’s no amount of arty frames, clever cuts or pretty lighting (not to say that they aren’t to be found here) that can hide whether something is real or not. You either feel it or you don’t. And you get the feeling that Lebogang understands this very well. Nice one.
Special Mention: Consol Glass ‘Perfectly Made For Each Other’ by Fausto Becatti (Bioscope Films) – Direction Craft
Is the whole ‘Glass vs Cans’ thing the new Pepsi/Coke advertising rivalry of back in the day? I don’t really understand it, but it would seem so because this spot is amazingly produced, especially if the hype about it being created 95% in-camera is to be believed. I was intrigued and engaged and a bit mesmerised. I felt like watching it again. Not many ads warrant 2 consecutive views, which is why this gets a special mention.
Special Mention: Bonitas ‘Winning, Surviving and Family’ by Zee Ntuli (Darling Films) – Direction Craft
I saw the running boy ad on TV, which is weird because who sees ads on TV anymore? Not me generally, it must have been half time during the rugby or something, but anyway, it stood out to me. I think it’s the simplicity, the commitment to getting it in (what is seemingly) one shot and the camera being really intimate with the characters in the scene that make it feel fresh and interesting. Sometimes less is more and that’s certainly the case here.
Special Mention: MTN ‘Boss Zonke’ by Adrian de sa Garces (Egg Films) – Direction Craft
If I had to be analytical about why I think this ad is well directed, it’s because all of the reactions to the lead character need to work when you think it’s Riky and then still again after when you know it’s not. I watched it again. They do. And if I had to not be analytical, then I just think it’s funny, which is enough for me. So I shall mention it, in a special way.
Special Mention: CANSA ‘Don’t Fear The Finger’ by MJ van Dorssen (ROMANCE) – Direction Craft
MJ van Dorssen, I don’t know who you are, but I do know you’re very funny. You must be quite larney too, because someone from Romance described this ad as ‘Hitchcockian’ on Instagram. No wait, I just checked again, it actually says ‘Hitchcock-inspired’. I prefer ‘Hitchcockian’ myself, but larney nonetheless. Truth be told, everyone knows I just like a good bum joke, and that’s exactly what this is. Well done MJ van Dorssen, whoever you are.