iDidTht’s Monthly Craft Awards showcase the very best in craft by production companies in South Africa. This month we asked Roanna Williams, Executive Creative Director at Joe Public, to select her standouts. Congratulations to all the winners.

BEST OF REEL: NSRI ‘People Love The People’
Pulse Music | Marc Algranti
(Music Licensing Craft)

BEST OF REEL: NSRI ‘People love the people’ by Marc Algranti from Pulse Music – Music Licensing Craft  

I chose to go for a soundtrack for my Best of Reel. Why? Because it moved me. (Yeah, I’m a bit of a softie.) It had me on the lyrics “People help the people. And nothing will drag you down” and Birdy’s version of this song, just takes it to a different level. It’s the perfect song choice for a piece of film that pays tribute to the selfless, brave, unsung heroes who give up their lives to save lives every day. Nice one Marc Algranti!

 SPECIAL MENTION: Hyundai Elantra ‘Elantra’ by Paul Ward from 0307 Films – Direction Craft

Well done Paul on a beautifully shot commercial. The ad challenges the ‘norm’ with the voice over and visuals contradicting one another. But it’s definitely the mesmerising cutaway shots in between each scene that add huge value and keep the intrigue of this commercial going. Really!

SPECIAL MENTION: British American Tobacco ‘Keep It 100’ by Amy Allais and Justice Mukheli from Ola! Films – Direction Craft

A shout-out to Amy and Justice from Ola! films for their cinematic commercial of the gritty underworld of illicit cigarette trading in South Africa. It follows a package’s journey as it passes through various dodgy criminal hands, to finally being sold to and lit up by an innocent end consumer. With challenging restrictions around cigarettes advertising, Justice and Amy were still able to capture the storyline effectively. The combination of the POV style shots, fast-paced edit, soundtrack, performances and grade bring to our attention the harsh reality of what goes on behind the scenes of illegal trading.

SPECIAL MENTION: Joburg Ballet ‘#BiteSizeBallet No.2’ by Ross Garrett from Darling Films – Direction Craft

So, I’m going to be honest. When I viewed this ad, my first reaction was WTF. Then I walked away and got distracted but not for long as the ad kept popping back into my head. I am not a ballet fan at all. But what this piece did do was make me think of ballet, something I have not done in years. So, on second viewing, although it did not have me doing pirouettes or grand jetè’s, it did change my perception of the Joburg ballet. By using popular newsworthy events with an edgy soundtrack and creating bite-sized ballet stints out of them, makes this dance style more contemporary and accessible to ballet philistines like me. I look forward to more palatable #bitesizeballet.