Best in Craft awarded to Hayden Brown, Chloe Coetsee & Warwick Allan

This month’s IDIDTHAT.co Craft Awards were judged by two powerhouses who would walk through fire and still come out the other side with a cold beer in their hands, Thandeka Gilbert, Creative Director at McCann Joburg and Cindy Lee, (OSCAR-nominated) Director at The Star Film Company. Congratulations to Hayden Brown from 7 Films, Chloe Coetsee from Darling Films, and editor Warwick Allan from Mushroom Media. May the power of the craft be forever in your favour.

‘What are the IDIDTHAT.co Craft Awards?’ Every month we team up with ad industry leaders to award the finest in South African film and production craft across these different categories: Direction, Editing, Cinematography, Animation and VFX, Online, Original Sound, Sound Design and Final Mix. It’s just another way that we make it ridiculously easy to stay up-to-date with who’s doing the best work in the country.

BEST IN CRAFT

Front Runner ‘The Final Chapter’

BEST IN CRAFT (DIRECTION CRAFT)
7 Films | Hayden Brown

BEST IN CRAFT (CINEMATOGRAPHY CRAFT)
7 Films | Hayden Brown

Awarded by Thandeka Gilbert

Judge’s comment: ‘A strong piece that ticks more than a few boxes of its entry category. An effortless watch, it draws you in and stirs a sense of wanderlust within moments. With longer formats comes the challenge to sustain rhythm and engagement – a challenge this short film meets with remarkable craft. The director strikes a graceful balance between narration, featured elements, and an editing style that holds the audience throughout. Front Runner: The Final Chapter stands out as this month’s CRAFT BEST for me – a testament to storytelling executed with skill and heart.’ – Thandeka Gilbert, Creative Director at McCann Joburg

Toyota ‘Hilux Town’

BEST IN CRAFT (DIRECTION CRAFT)
Darling Films | Chloe Coetsee

BEST IN CRAFT (EDITING CRAFT)
Mushroom Media | Warwick Allan

Awarded by Cindy Lee

Judge’s comment: ‘My Best in Craft is Toyota ‘Hilux Town’ – I love the moving camera, love the casting, love the pace. You see just enough of each character, of each scene to want to watch it again. It all brings the idea to life beautifully and I haven’t been able to stop whistling and nah-nah-nah-nah-nah-nah-ing for days. Effortless enjoyment from Chloe’ – Cindy Lee, Director at The Star Film Company

CRAFT MENTION

Nedbank ‘Travel Insurance’

CRAFT MENTION (DIRECTION CRAFT)
7 Films | Lourens van Rensburg

CRAFT MENTION (EDITING CRAFT)
7 Films | James O’ Sullivan

Awarded by Thandeka Gilbert

Judge’s comment: ‘Gripping and provocative storytelling delivered through a memorable docu-style lens. The carefully composed, non-linear sequencing creates a compelling misdirect within this “day in the life” narrative. In just a short span, the piece vividly captures the inner tension of its lead character. Bold and unafraid, it draws attention to the realities of travel in a way that feels refreshingly human for a bank – no “show and tell,” no talking at consumers, just a confident trust in the audience to connect with an authentic experience.’

CRAFT MENTION (DIRECTION CRAFT)
VW Touareg ‘VWSA IQ Lights’
Robot | Jason Fialkov

Awarded by Thandeka Gilbert

Judge’s comment: ‘A single-minded piece that showcases a masterful command of light and lighting. By casting “light” as the lead protagonist, the film makes a move that is both simple and ingenious. It becomes the visual thread that stitches together moments of life, creating a visual language that runs seamlessly throughout the ad.

This car ad strikes a sharp tension between grand, momentous scenes and the slick edge of a cool ride lit with style. It’s playful and captivating, rewarding the viewer with a clever twist at the end – a memorable introduction to both a new model and its standout feature.’

CRAFT MENTION (DIRECTION CRAFT)
Klipdrift ‘Brannas vir die Mannas’
They | Alan Irvin

Awarded by Cindy Lee

Judge’s comment: ‘This wonderful cast brought this one alive without overdoing it. Just enough performance, just enough pause. Alan let the script do the work without over working the script. That’s craft right there. And having worked with the Springboks a few times myself, I give him another nod for catching the moments he did. I have no idea what they’re saying half the time but I can’t stop giggling. Nice one Alan.’

CRAFT MENTION (SOUND – ORIGINAL MUSIC CRAFT)
Ultra Pet ‘The Look of Love’
Matthew Mole (Entered on behalf of Matthew Mole by They)

Awarded by Cindy Lee

Judge’s comment: ‘If it feels like it was written just for the ad then it deserves a craft mention. It makes me want to run home to my dogs. It’s cute, it’s cuddly and it made my tail wag.’

IDIDTHAT GUEST JUDGES:

Craft Awards Judge_Thandeka Gilbert_ August_2025

Thandeka Gilbert, Creative Director at McCann Joburg
Thandeka Gilbert is a multidisciplinary creative force who leads with purpose and passion, championing the representation of women of colour within the advertising industry. With a dynamic career spanning across leading local and multinational agencies, she has shaped award-winning work for local, pan-African, and global brands.

Fluent in both art direction and copywriting, Thandeka’s versatility has propelled her career forward and earned her recognition on some of the industry’s most respected stages – including the New York Festival Midas Awards, Pendoring Awards, Creative Circle, Loeries, and Cannes Lions. Her journey is rooted in an enduring love for creativity and an unwavering commitment to growth.

Throughout her career – through the long nights, early mornings, highs and lows, joyful hard-earned wins, near misses, and everything in between – she’s learned and held fast to one guiding principle: extend the same kindness to yourself that the world asks you to give to others.

In this next chapter of her journey, Thandeka is driven to amplify the presence of Black female Creative Directors, to deepen client-agency partnerships, and to elevate McCann’s creative legacy.

Having been mentored by some of the industry’s most impactful leaders, Thandeka now looks forward to honouring the path that brought her here – celebrating the milestones, making her parent’s proud, and continuing to build a career defined by meaningful, enduring creative work and accolades.

Craft Awards Judge_Cindy Lee_August_2025

Cindy Lee, Director at The Star Film Company
Cindy is an Oscar Nominee with deep roots in advertising. She began her career as a copywriter at TBWA Hunt Lascaris before moving behind the camera, where she built a reputation for commercials defined by sharp storytelling and a cinematic visual style.

Her work has spanned global brands and award-winning campaigns, alongside a thriving career in film and television. Her debut TV series, Sober Companion, earned her a SAFTA nomination and she has since directed acclaimed shows including The Girl from St. Agnes, Desert Rose (another SAFTA nomination) and The Morning After (Berlinale, Venice TV Awards).

Her short film The Last Ranger won multiple international awards and was nominated this year at the 97th Academy Awards. Cindy’s mix of advertising roots, cinematic craft, and storytelling precision makes her one of the most distinctive voices in African filmmaking today.

ALL CRAFT ENTRIES