IDIDTHAT JUDGE
CINDY LEE

DIRECTOR
THE STAR FILM COMPANY
SOUTH AFRICA

JUDGE’S BIO

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.

JUDGE’S PICKS  –  CRAFT AWARDS

Toyota ‘Hilux Town’
ENTRANT: Darling Films | Chloe Coetsee & Mushroom Media | Warwick Allan

 

I DID THAT CRAFT AWARDS
Judge’s Pick – Cindy Lee

JUDGES COMMENT ON (BEST IN CRAFT) DIRECTION & EDITING CRAFT
“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.”

AWARDED
10 September 2025

Klipdrift ‘Brannas vir die Mannas’
ENTRANT: They | Alan Irvin

I DID THAT CRAFT AWARDS
Judge’s Pick – Cindy Lee

JUDGES COMMENT ON DIRECTION
“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.”

AWARDED
10 September 2025

Ultra Pet ‘The Look of Love’
ENTRANT: They | Matthew Mole
(Entered on behalf of Matthew Mole by They)

I DID THAT CRAFT AWARDS
Judge’s Pick – Cindy Lee

JUDGES COMMENT ON SOUND – ORIGINAL MUSIC CRAFT
“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.”

AWARDED
10 September 2025