APRIL IDIDTHAT CRAFT AWARDS_April BEST in Craft

Best in Craft awarded to Paul Ward from Giant Films and Slim from Darling Films

This month’s IDIDTHAT.co Craft Awards were judged by Executive Creative Director

‘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 (Direction)
Awarded by Carl Willoughby

CRAFT MENTION (Direction & Editing)
Awarded by AK

Mami Wata ‘Luck is Alive’
Giant Films | Paul Ward (Director)
Strangelove | Xander Vander (Editing)

‘I love this piece so much. I consider direction to include all the various aspects and layers that go into producing something. Cinematography, editing, music, it’s all there and it’s all pretty dramatically epic. A little mini 4’40” movie that has drama, and tension. The pictures are beautiful, but the feeling of it all is just so powerful. Well done to Paul and the rest of the team.’
– IDIDTHAT Guest Judge: Carl Willoughby, Executive Creative Director at TBWA Hunt Lascaris

‘Anyone know what Animism means? If not watch this piece. Well done to Director Paul and Editor Xander for the love and care they took in their respective roles on this impressive piece of work. I enjoyed being swept away in this abstract, poetic short film that also manages to stay on-brand for Mami Wata surf apparel and accessories.’
– IDIDTHAT Guest Judge: AK, Director at Spitfire

BEST IN CRAFT (Direction)
Awarded by AK

CRAFT MENTION (Direction)

Awarded by Carl Willoughby

MTN ‘Feet’
Darling Films | Slim

‘Every once in a while something fresh comes along, stops the viewer in their tracks, locks their eyes to that screen and holds their strict attention. If you’re lucky enough, it makes them tap their feet or even stomp them! Slim’s new spot takes on an almost musically-driven, gamer’s approach to MTN’s re-brand. But it’s much more than that. The imagery is well crafted even striking at times, effectively polished off with tasteful graphics and chromatic aberration on the live-action. Nicely done. The choice of music is ingenious. Stadia aside, what a catchy, mind-bending tune. Whether you like electronic dance or digital effects, or not, it engages, it entertains and it makes you want to go back for more. Art direction is gritty, yet dazzling and manages to stay locally inclusive. In fact, all creative choices are on point resulting in a singular, and delicious audio-visual cocktail. Bravo, looking forward to the next one.’
– IDIDTHAT Guest Judge: AK, Director at Spitfire

‘So, full disclosure, I work at the agency that created this piece, I know the team, but I had nothing to do with this. MTN’s ‘Feet’ for me is something amazing, especially within the Telecoms category. The idea is simple and is brought to life in a vibrant and colourfully energetic manner. It’s local, it’s from this continent. It’s not forced or contrived, often big brands suffer from this. The energy is palpable. It’s cool and I don’t question any decisions made. The editing and post work seem pretty incredible too. Big ups to Slim and all involved.’
– IDIDTHAT Guest Judge: Carl Willoughby, Executive Creative Director at TBWA Hunt Lascaris

CRAFT MENTION (DIRECTION)
Awarded by Carl Willoughby

Savanna ‘Chakalaka Norris’
Plank Films | Peter Pohorsky

‘Yes, this is extremely funny! That you cannot ignore. But humour isn’t easy and a joke is just not enough. All the elements making up this piece just feel so right, from the casting to the styling, to the last little touches on the end frame. All considered, all adding to the humour. It’s more than just the joke and the craft has made it so pleasurable to watch. Well done Pete!’
– IDIDTHAT Guest Judge: Carl Willoughby, Executive Creative Director at TBWA Hunt Lascaris

IDIDTHAT GUEST JUDGES:

APRIL 2022 CRAFT AWARDS JUDGES CARL news

Carl Willoughby; Executive Creative Director/semi-professional photographer/unprofessional squash player/coffee addict. Carl’s career spans over 20 years at various agencies throughout South Africa. He’s worked on many brands across different categories from VW, Nissan, BMW, to Liberty, Standard Bank, Jameson, Castle Lager, DStv and more; He even launched a telecommunications company during a brief stint in the Middle-East. Carl still believes in the transformative power of the idea, no matter the medium and that advertising can play a more pivotal role in society than just ticking boxes or satisfying focus groups. His work has been acknowledged at all major local and international award shows and he’s proud to be a Pirate at TBWA Hunt Lascaris, Johannesburg.

AK is a Director at Spitfire. Having grown up on a diet of seventies shorts and movies from age 2, AK’s love of the visual arts led him to study Stills Photography and Film. He then worked as a Film Editor for four years and started directing TV commercials and short films. He has written two feature film screenplays and in the progress of a documentary film on ‘Gas Mining in the Karoo’. Over the past 18 years he has worked in 28 countries, directed over 280 commercials and has become a DOP too. He has won over 40 international awards, featured at D&AD in New York, One Show, Promax in London, Los Angeles and Africa and the Cannes Advertising Awards. His Tourism 7 Minute Short Film for Malaysian Tourism won two gold media awards in Berlin, Fox Crime two gold Promax and a gold Loerie, Salvation Army’s ‘The Dress’ two gold loeries and more recently KFC Shakin two more gold Loeries. AK works as Director / DP on certain projects too. AK says: ‘I believe directors and cinematographers remain lifetime students of film, every project an opportunity to sharpen our craft as visual artists and make a valuable contribution to the audio-visual medium’.