Best in Craft awarded to Jeana Theron from Darling Films & Mark Middlewick from Circus

This month’s IDIDTHAT.co Craft Awards were judged by the absolute least of our Januworries; hoarder of awards and Creative Director at Grey/WPP Liquid, Steph van Niekerk, and the magic-maker himself, Senior Editor at LUDUS Post Productions, Mark Ash.

‘What are the IDIDTHAT.co Craft Awards?’ Every month we team up with ad industry leaders to award the finest in South African film and production craft across these different categories: Direction, Editing, Cinematography, Animation and SFX, Online, Original Sound, Sound Design and Final Mix. It’s just another way that we make it ridiculously easy to stay up-to-date with who’s doing the best work in the country.

Scottish Leader ‘Revenge’
Darling Films | Jeana Theron

BEST IN CRAFT (Direction)
Awarded by Steph van Niekerk

CRAFT MENTION (Direction)
Awarded by Mark Ash

‘Full Disclosure: I work at Grey/Wpp Liquid but I don’t touch this account. Even so, I was hard-pressed to find anything more deserving of best of craft this month and I’ll tell you why. Someone took the old cocktail/ intrinsic video and elevated it to something cinematic and beautiful. This alone deserves a nod. The images are beautifully shot and edited together to create a visceral feast for the eyes. Love the grade, the music and the pace – all of which is crafted with a delicate hand. Go and have a look, it’s oddly satisfying to watch. Big ups to Jeana and the team.’
– IDIDTHAT Guest Judge: Steph van Niekerk, Creative Director at Grey/WPP Liquid

‘Beauty at its best. The micro shots work fantastically. These are difficult to execute successfully. This film is wonderfully directed and the use of sound design is superb. The change from the staccato Tango music to a Waltz/Foxtrot track effortlessly creates high-drama and a really lovely ebb and flow that add to the aspirational nature of the final product and brand.’
– IDIDTHAT Guest Judge: Mark Ash, Senior Editor at LUDUS Post Productions

BEST IN CRAFT (Direction)
Abu Dhabi Tourism ‘Visit Abu Dhabi – The Time Is Now’
Circus | Mark Middlewick

Awarded by Mark Ash

‘Mark Middlewick’s treatment makes this advert shine. The concept is well executed and puts a new spin on the regular tourism commercial. We often see all the same major tourism hotspots in what can end up looking like a montage of stock footage, even when shot beautifully. This is why it’s difficult to pull off a TVC like this, as they often end up looking just like the last one. This take on conventional tourism communication makes it far more tangible and accessible for people. The use of devices to introduce the city of Abu Dhabi is a clever way to show the beauty of the locations without making it just another “experience the beauty of…” In addition to this, the fact that all the upfront shots are locked off and the characters are centered, really drives home the noticeable difference between the first and second chapters. This juxtaposition of the mundanity of everyday life to the excitement of traveling abroad works well. The use of the airplane, as like the TV device and cellphone, cleverly transports the characters to the exciting world that is Abu Dhabi. I’m sold. ‘
– IDIDTHAT Guest Judge: Mark Ash, Senior Editor at LUDUS Post Productions

CRAFT MENTION (Direction)
Rent A Store ‘Santiago’
They | Wandile Xaba

Awarded by Steph van Niekerk

‘For a piece shot on a shoestring, and let’s be honest, in this pandemic those are becoming the norm, I really enjoyed this piece. It’s a charming story of an Argentinian Expat who stores his skiing equipment in the hopes that it will one day snow in Joburg. Story aside, I found the performances really charming and believable. And if they are really non-actors, then even more reason for Wandile to get a special mention for Direction. The temptation often is to over complicate things with loads of cuts and editing techniques, but this piece didn’t try too hard. It’s just an entertaining, understated piece that allowed the story to shine. Nice one, They and Wandile.’
– IDIDTHAT Guest Judge: Steph van Niekerk, Creative Director at Grey/WPP Liquid

CRAFT MENTION (Direction)
Weetbix
7 Films | Kevin Fitzgerald

Awarded by Mark Ash

‘The balance between the fast paced lifestyle we all lead these days and the simple life we strive to attain is very clear in the two chapters of this film. For such an iconic South African brand it pushes the boundaries and the graphics/animation are great in adding a frenzied modern touch. This was a brave move and successfully executed. A polished piece of work.’
– IDIDTHAT Guest Judge: Mark Ash, Senior Editor at LUDUS Post Productions

IDIDTHAT GUEST JUDGES:

DEC CRAFT AWARDS JUDGES STEPH VAN NIEKERK NEWS

Steph van Niekerk is currently a Creative Director at Grey Africa. Ranked as No.1 Creative Director and No.1 Copywriter in South Africa in 2019, as well as runner-up Woman of the Year in 2020, Steph is one of the country’s top creative talents. She is passionate about making insight-driven work that moves people and explores the human condition in all its beauty, imperfection, fragility and hilarity.

Mark Ash is the Senior Editor at LUDUS Post Productions. Mark is a Cannes Lion award-winning offline editor who began his career working under some of the best South Africa has to offer. He has developed into a talented and flexible commercials editor working alongside acclaimed directors such as Chloe Coetzee, Michael Middleton, Ernest Nkosi and Thabang Moleya, among others. Mark’s passion for film and media, and his attention to detail, is evident in all of his work.