BEST IN CRAFT (DIRECTION)
Guinness ‘Premier League – A Lovely Day’
Eyeforce | Arthur Neumeier

Awarded by Sibs Zihle & Bruno Bossi

Judge’s comment on DIRECTION:
“It all comes together beautifully in this ad that depicts the African energy and passion for football. Every frame feels intentional from performance, camera movement, pacing and a warm tone, all orchestrated toward delivering what it feels like to be an EPL supporter in Africa. The director shows restraint and confidence, allowing moments to breathe while guiding the viewer with precise visual composition and rhythm, creating a cohesive world that feels both cinematic and conceptually lekker.”

– Sibs Zihle, Creative Director at Ogilvy South Africa

Judge’s comment on DIRECTION:
“A chicken standing on a football. That’s all it takes to make a memorable moment.  

This genre is always difficult to get right, and few manage it with this level of assurance. The right amount of reality mixed with scripted moments, the right VO, the right music, all directed and shot beautifully. It’s what makes this piece stand out from the rest. What elevates this beyond a well-crafted brand film is its genuine cultural empathy. These aren’t fans being observed from the outside, they’re being celebrated from within. That understanding comes through in every frame.  

Shooting on a blend of 16mm analogue and digital is a bold choice and gives the film a warmth that feels earned rather than applied. The direction never tips into the overwrought. The result is emotionally true and visually assured. Matchday, wherever you are, deserves a Lovely Day. This film makes you feel exactly that.”

– Bruno Bossi, Director at Carbon Films

CRAFT MENTION (SOUND – MUSIC SUPERVISION CRAFT)
Chicken Licken ‘Just Enough Extra’
Algranti Music | Marc Algranti

Awarded by Sibs Zihle

Judge’s comment on SOUND – MUSIC SUPERVISION CRAFT:
“Great music selection as it doesn’t simply sit in the background, but actively shapes how you feel and understand the story. It becomes an interesting, ‘cool’ character that reflects the lead.”

– Sibs Zihle, Creative Director at Ogilvy South Africa

CRAFT MENTION (DIRECTION)
Audi AFP Extension ‘Keep a Good Thing Going’
Egg Films | Zwelethu Radebe

Awarded by Bruno Bossi

Judge’s comment on DIRECTION:
“Well crafted frames in a restrained and refined framework. Sticking within the Audi parameters this piece is well crafted. Good palette choice, good performances and a great choice of soundtrack, even though I felt like I was about to get rick-rolled.

The direction keeps things understated, letting the idea breathe without overplaying it. Each scenario is landed with just enough weight before moving on, and the pacing keeps it light on its feet. The moment the phone rings and he takes the call without missing a beat is a small directorial win that earns a smile.  

It’s a simple premise executed with confidence and a quiet sense of humour. Sometimes that’s exactly enough.”

– Bruno Bossi, Director at Carbon Films