IDIDTHAT JUDGE
MELUSI TSHABALALA

I am Melusi Tshabalala, a male person, born in the late 70s in a little-known township, called Soweto. I’ve lived the bulk of my life in the formerly world-class city of Jozi, and attended school here, including at The AAA School of Advertising. At AAA, I studied copywriting, which led to my first job as a trainee copywriter at Sonnenburg Murphy Leo Burnett (SMLB). This was in 1998. Why are you acting shocked? I already told you I was born in the late 70s.

Since first walking through those SMLB doors, as a young man with an afro, I have since lost most of my hair but gained many awesome things and built a career I am proud of. That career has involved the years at SMLB (went from trainee to Creative Group Head), a stint running an entertainment company, a few years at Y&R (left as CD), co-founding a few agencies (they are no more), a short stint at Black River as ECD, a few years as ECD & Partner at OFYT, freelancing, serving on the Loerie Awards Executive Committee, serving on the Creative Circle Executive Committee, judging awards, winning awards, mentoring, publishing popular books (I have another one coming out this year or early next year), and making a bunch of awesome friends. I am currently one of the ECDs at VML; a position I took up in March 2025.

Of course, there have been ups and downs, and there will be many more, which is why life is such an exciting ride. We’ll get into whatever detail you are interested in if we ever meet in person, which I look forward to.

I DID THAT CRAFT AWARDS
Judge’s Pick – Melusi Tshabalala

JUDGES COMMENT ON DIRECTION
“All the elements come together to truly evoke the intended emotions, while delivering the stories in a simple manner.”

AWARDED
09 May 2025

I DID THAT CRAFT AWARDS
Judge’s Pick – Melusi Tshabalala

JUDGES COMMENT ON ONLINE VFX CRAFT
“The visual effects elevate an otherwise straight story, giving it a sense of magic and joy. The effects are expertly-done and captivating.”

AWARDED
09 May 2025