FirstPencil
FirstPencil is an all female 1 BB BEE Level 1 South African production company servicing clients in both South Africa and abroad. We are passionate about creating work that combines powerful aesthetics, real connection and careful consideration.
Cape Town & Johannesburg
Directors: Justine Puren-Calverley / Mark Middlewick
Producer: Lebo Mabuela
Director & Co-founder | Justine Puren Calverley
Justine has worked on projects ranging from subtle and warm performance pieces to complex 3D animation, realistic visual effects, outlandish stop-frame, Big Data documentaries and even the collation of a Fashion Show. Her love for the craft shows in her attention to detail and scrupulous integrity to concept, regardless of the brief.
Director | Mark Middlewick
Mark has directed commercials for brands across the globe. He’s especially skilled in comedy and any work that tells a story. Mark uses his film background to find the heart in every project and on set he has a knack for drawing out memorable performances (he’s even directed Adrien Brody in his short film “The Mascot”). When he’s not jet-setting or shooting the next big campaign, he’s working on one of his short films.
Producer | Lebo Mabuela
Lebo is the glue that keeps both the team and the production together. She’s our tie-breaker and our final decision.
With over 10 years of production experience, Lebo can negotiate any location, wrangle any crew and bring together any production – big or small.
- 2016 CICLOPE New Balance – Dean (Silver – Editing)
- 2016 New Generation Awards – Dstv From My Home to Your Home (Best Integrated Marketing Campaign by an Agency), (Most Innovative Digital Campaign by a Large Agency)
- 2016 Loeries – SANBS – Sit down to Save lives (Silver)
- 2015 Cannes – War Museum – Cup of Life (Bronze)
- 2015 Loeries – War Museum – Cup of Life (Gold)
First Pencil
13 9th Street
Mellville
Johannesburg
Gauteng
2109
Producer: Lebo Mabuela
lebo@firstpencil.tv
+27 071 687 0508
Awarded by IDIDTHAT
AWARDED: CRAFT MENTION (DIRECTION)
First Pencil | Justine Puren-Calverley
Standard Bank ‘HeforShe’ (Directors Edit & Final Mix)
IDIDTHAT Guest Judge: Marc Algranti, EP / Music Supervisor at Pulse Music
February 2020
Judge’s comment: “Justine’s direction drew me in from the very first breath of this film. She takes you along the emotional journey. Her point of view puts you right into these women’s feelings. We never get to see their faces, the brave faces they need to put on everyday. The shortness of breath upfront creates a sense of unease and this unease continues throughout the film. Justine has managed to portray a very uncomfortable reality that is very moving and has resulted in a powerful piece of work. Well done.”
AWARDED: CRAFT MENTION (DIRECTION)
First Pencil | Justine Puren-Calverley
Siemens ‘FABRIC’
IDIDTHAT Guest Judge: Xolisa Dyeshana, Chief Creative Officer and Partner at Joe Public
October 2018
Judges Comment: “This piece, whilst not being a traditional commercial is a beautiful idea and it’s beautifully shot. It’s very easy to switch off or for the mind to wander when looking at very technical type of visuals, but this one kept my attention till the end.”
Featured Work
Featured Stories
First Pencil’s latest car commercial for Omoda blasts into the future
Back with another car ad and hot off the heels of their campaign for Standard Bank, there is no denying First Pencil is having a moment! The team’s latest commercial for Omoda and agency Clockwork Media, directed by Justine Calverley and EP’d by Lebo Mabuela, is a prime example of their ability to merge their technical chops with some laser-infused cinematic storytelling. The ad has beams cutting through the scenes like something straight out of a sci-fi movie (with an added nod to Back to the Future) and the impressive in-camera work leaves you wondering what’s real and what’s not.
First Pencil’s Justine Calverley crafts heartwarming journey home for Promise Agency and Capitec Bank
Justine Calverley and the team at First Pencil, led by Executive Producer Lebo Mabuela, are quickly cementing a reputation as home runners in the world of emotive storytelling. Their new spot for Promise Agency and Capitec Bank is a heartwarming story with moving performances, something we have come to expect from the team. The pace is stand-out in this commercial that deals with themes of family, love and sacrifice.
Justine Calverley’s latest car ad is a cinematic fantasy ride on Mars for Toyota
Justine Calverley’s spot for Toyota and FCB Joburg is a big-scale cinematic car ad that seamlessly blends visually stunning locations with VFX. The adventurous spot landed Justine 3rd position in AdForum’s Top 5 Best Directors Worldwide for March and we can see why. We spoke to the First Pencil filmmaker about her approach to the work.