Best in Craft awarded to Eddie Addinall and Rory Mark from The Refinery and Greg Rom from Gentlemen Films

This month’s IDIDTHAT.co Craft Awards were judged by the ever red-carpet ready Jacquie Mullany, ECD at FCB Africa & Bruno Bossi, Director at Carbon Films. Congratulations to VFX maestros Eddie Addinall and Rory Mark from The Refinery and directing wizard Greg Rom from Gentlemen Films.

‘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 VFX, 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.

Allan Gray ‘Everything Goes Around’
The Refinery | Eddie Addinall and Rory Mark (VFX Leads)

BEST IN CRAFT (VFX & ONLINE)
Awarded by Jacquie Mullany

CRAFT MENTION (VFX & ONLINE)
Awarded by Bruno Bossi

‘When I first saw this ad, I didn’t even question that it wasn’t shot in Manhattan in the various decades, and that is what is so damn brilliant about it. When you realise the level of craft and attention to even the smallest detail that went into transforming Cape Town today to Manhattan way-back-when, was mind-blowing. It felt so real that I even started rewatching it to find flaws but instead, I discovered the minutest of details that left me speechless (which is hard). The flickering light on a building, the reflection of the sign on the car window, the weather-worn textures on the walls – absolute brilliance, no other words for it.’
– IDIDTHAT Guest Judge: Jacquie Mullany, ECD at FCB Africa

‘The unsung heroes of our industry – the guys that sit in dark rooms making all of our work look better. They should not go without a mention. Transforming landscapes, cityscapes, even people and finding the right balance of content, aesthetics and tone while juggling many spiderwebs on screen is what makes great VFX artists great. And makes the work better in every way. They need to be technical wizards and visual libraries at the same time. The craft in these transformations of Cape Town to Manhattan across time is perfect. Eddie & Rory at The Refinery well done to you two!’
– IDIDTHAT Guest Judge: Bruno Bossi, Director at Carbon Films

Makro ‘Mood’
Gentlemen Films | Greg Rom

BEST IN CRAFT (DIRECTION)
Awarded by Bruno Bossi

CRAFT MENTION (DIRECTION)
Awarded by Jacquie Mullany

‘This spot put me in exactly the right mood. The mood that makes other moods look moody. Every moment is perfectly crafted without being gratuitous unless gratuitous is the mood you’re in. Apart from being a bit of a category changer (Makro!) this piece entertains from start to finish. No doubt because every wardrobe choice, every transition, every lens choice and every piece of post-production keeps the mood going. It’s well-written, expertly directed and perfectly edited. The casting and performances are great, the approach is fresh and there should be more of this work around. Having a great agency, client & director collaboration is critical to producing this kind of work. But you have to have the right versions of all of the above, and did I mention having the right director. So basically Greg, well done!’
– IDIDTHAT Guest Judge: Bruno Bossi, Director at Carbon Films

‘The energy was palpable with every scene, keeping us intrigued as to what is going to spring up next. Great directing brought this ad to life!’
– IDIDTHAT Guest Judge: Jacquie Mullany, ECD at FCB Africa

CRAFT MENTION (EDITING)
Checkers ‘Joy’
7 Films | James O’Sullivan

Awarded by Jacquie Mullany

‘It can often be tedious when it comes to longer format films to keep viewers engaged but the editing of this story kept me on the journey. Well done!’
– IDIDTHAT Guest Judge: Jacquie Mullany, ECD at FCB Africa

IDIDTHAT GUEST JUDGES:

DEC CRAFT AWARDS JUDGES Jacquie Mullany_News

Jacquie Mullany, ECD at FCB Africa
Jacquie is a writer of words, lover of ideas, and a trainer of unicorns. She began her journey as an art director, did some coding, then fell into copywriting as she moved her way TTL. In addition to having her work recognised at multiple award shows, she has also had the honour of judging a few of them as well. Most importantly, she is fluent in three languages, including Emoji and Giphy, and has made herself at home as Executive Creative Director at FCB Africa.

DEC CRAFT AWARDS JUDGE Bruno Bossi_SMALL

Bruno Bossi, Director at Carbon Films
Born in Angola to a Portuguese father and an Italian mother, Bruno began life with a wide-open view of the world. After a successful career as an awarded photographer both in South Africa and Europe he entered the world of filmmaking. His first independent film projects immediately won him recognition and awards which led to him getting snatched up by a local production company in South Africa. His work is as varied as his past, from strong narrative pieces to action-packed cinematic style films to tightly observed comedy spots. “Concept is everything” is a motto that he believes is key to both connecting with the audience while creating memorable and relatable work. Working alongside some of the best agency creatives on the planet has allowed him to flex his conceptual creative muscle and win some awards along the way. Having a strong technical background and understanding of post-production, Bruno’s work blends brilliant performances with a strong visual language. He also really likes dogs.