IDIDTHAT JUDGE
ROANNA WILLIAMS 

Roanna Williams is the creative maker brands call when they need ideas that smack you in the heart and linger longer – like a great song or a plot twist you didn’t see coming. As co-founder and Chief Creative Officer of Boundless, she’s on a relentless quest to craft the world’s most-loved ideas: the kind people obsess over, argue about, and get tattooed on their souls. Powered by sharp insights and a sixth-sense for smart, slightly unhinged concepts that just work, Roanna is allergic to mediocrity. She builds stories  with heart, and believes the best ideas make people feel something – work that raises eyebrows and leaves audiences feeling something they can’t quite shake. Dopamine spikes: job done.

I DID THAT CRAFT AWARDS
Judge’s Pick – Roanna Williams

JUDGES COMMENT ON DIRECTION & CINEMATOGRAPHY
“Chicken Licken’s‘The Homecoming’, directed by Pete Pohorsky, is a quietly entertaining piece of storytelling, the kind that lands its punchline with a straight face and trusts the audience to catch the joke. It follows one man’s determined journey through the wilderness, led only by the scent of fried chicken, and plays it totally straight. Which is exactly why it works. The cinematography adds the weight to the  journey: beautiful, wide, dusty frames, honest, natural light, no unnecessary frills and intentional framing. It’s confident, considered, and never tries too hard. The standout however, is the restraint that elevates the idea. It’s not trying too hard. It just is.”

AWARDED
09 July 2025

I DID THAT CRAFT AWARDS
Judge’s Pick – Roanna Williams

JUDGES COMMENT ON EDITING
“Nedbank’s‘Get Money Fit’ is one of those ads where the editing does the heavy lifting (see what I did there). It jumps between scenes, characters, and visual metaphors at pace, but never loses clarity. The timing is spot on, the transitions are playful and the rhythm carries you through from start to finish without dropping the momentum. It’s tight and knows exactly when to speed up and slow down. A proper workout in editing (see what I did there).”

AWARDED
09 July 2025