With a nuanced and sophisticated storytelling approach, Karien has created an ad that feels honest and grounded while delivering just the right amount of emotional impact. Her ability to breathe character into the film’s playful elements makes this a really memorable commercial.

Don’t just take our word for it though, this month’s IDIDTHAT Craft Awards’ result just dropped and both judges chose Karien’s VW spot as Best in Craft! Judge Dani Hynes (Director at Love Films) commenting, “I am in love with how crisp and uncomplicated this piece is. There is a quiet perfection,” while Neema Nouse (Integrated CD at The Odd Number) said, ‘It holds the balance between epic and enchanting in every shot. A sure sign of a beguiling idea meeting deft direction and perfectly restrained CG to create something really special.” Catch their full thoughts and more in this month’s IDIDTHAT Craft Awards breakdown.

Alex Goldberg, ECD at Ogilvy South Africa says “Karien brings a level of craft that elevates the work. Everything just flows. It’s got that Karien stamp – beautiful and simple. And simple is hard to do. It takes a lot of effort to make it feel effortless. From the flow of the balloons and piñata tassels to the mechanical motions of the robot, every piece played a part. Karien has this rare ability to communicate her vision to everyone, and be open to ideas from both Client and Agency. There were many late-night calls about robots and balloon dogs! It’s what makes this job so great.” 

Karien says, “Directing a project with such a whimsical, gentle tone offers an opportunity to explore emotional storytelling in a fresh and playful way. It required a balance between creating a distinct mood and ensuring every visual choice was intentional.”

Last year, Karien had a remarkable first half in South Africa, with a standout campaign for us being her City Lodge campaign with TBWA Hunt Lascaris. This was high concept work showcasing incredible performance direction and striking visual craft. The second half of the year saw Karien directing a string of major commercials abroad, including a big brand Christmas ad in the UK and campaigns for Captain Morgan and Heineken, all under her production company in London, Outsider. 

This spot for Volkswagen is a great reminder of what a talent South Africa has in Karien. More please.

Wanna (s)talk some more? Check out And. on IDIDTHAT and Company Website.