Best in Craft awarded to Sam Coleman, Greg Gray and co-directors Michael Rodrigues & Tarryn Hatchett.

This month’s IDIDTHAT.co Craft Awards were judged by none other than… drumroll please… and hit it; Creative Director at Joe Public United, Claudi Potter and Director and Founder of Olamuk, Mzi Kumalo.

‘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. 

BEST IN CRAFT (Direction)
M&G Investments ‘Tuba’
Patriot Films | Sam Coleman

Awarded by Claudi Potter

‘The entire story is told beautifully in one shot, with absolutely no gimmicks. I love the restraint. We see the block of flats in the distance, the long walk with the cumbersome tuba, the trusty chair waiting for him to arrive. And then that moment when the birds fly off, as he produces the first few notes. Everything is wonderfully constructed and timed, and the simplicity of it really cuts through. A very well-crafted story, well-told. ‘
– IDIDTHAT Guest Judge: Claudi Potter, Integrated CD at Joe Public United

BEST IN CRAFT (Direction)
Chicken Licken ‘Soul Bites – Petrol’
Romance Films | Greg Gray

Awarded by Mzi Kumalo

CRAFT MENTION (Direction)
Chicken Licken ‘Soul Bites – Petrol’
Chicken Licken ‘Soul Bites – Rasta’

Romance Films | Greg Gray

Awarded by Claudi Potter

‘Greg captured the performances really well, especially when one considers that his characters did not say a word. Most of it was in the performance beats and the choice of casting. Expressive faces and performances which made for a great comedic spot.’
– IDIDTHAT Guest Judge: Mzi Kumalo, Founder and Director at Olamuk

‘This is a piece from Joe Public, but I couldn’t overlook the craft of the director on these spots. The cast, the performances and the timing of the humour is bang on. There are so many details that make you want to watch these spots again and again (*insert flirty hillbilly wink here). So enjoyable!’
– IDIDTHAT Guest Judge: Claudi Potter, Integrated CD at Joe Public United

BEST IN CRAFT (Direction)
Mwanje Ft Sampa The Great ‘Wildones’ (Music Video)
We are_ | Michael Rodrigues & Tarryn Hatchett

Awarded by Mzi Kumalo

‘Michael and Tarryn created a visually compelling piece that is refreshing and filled with beautiful visuals. The middle scene with the artist lifting out of the water is epic and well-executed. It’s a refreshing and artistic take on a music video.’
– IDIDTHAT Guest Judge: Mzi Kumalo, Founder and Director at Olamuk

CRAFT  MENTION (Direction)
Glo BOTY ‘Show Yourself’
0307 Films | Kim Geldenhuys

Awarded by Mzi Kumalo

‘Kim is definitely no stranger to this list. He delivers a rhythmic piece that has a raw energy to it. The way he captures movement and the surrounding textures are beautiful.’
– IDIDTHAT Guest Judge: Mzi Kumalo, Founder and Director at Olamuk

CRAFT  MENTION (Direction)
YAP ‘Digital Banking’
Spitfire Films | Katlego Baaitse

Awarded by Mzi Kumalo

‘Katlego does a good job with this piece, using the medium cleverly to deliver a fun energetic piece with a sprinkle of humour. It’s visually compelling and does a good job of communicating the offering of the product/service.’
– IDIDTHAT Guest Judge: Mzi Kumalo, Founder and Director at Olamuk

CRAFT  MENTION (Editing)
Hyundai ‘Power Your World’ (Directors Cut)
Strangelove Studios | Xander Vander

Awarded by Mzi Kumalo

‘Xander does an amazing job of exploiting the medium. The use of transitional elements, match cuts and optimising on camera movement and performance is impressive. Well done!’
– IDIDTHAT Guest Judge: Mzi Kumalo, Founder and Director at Olamuk

IDIDTHAT GUEST JUDGES:

Claudi Potter is a Creative Director at Joe Public Johannesburg. She is currently ranked the No.1 Creative Director in Africa and the Middle East (Loeries Official Rankings 2020 & 2021). She will try and convince you that she is “at the cutting edge” and “a cool mom”, but she doesn’t even have TikTok.

Mzi Kumalo is the Founder and Director at Olamuk. He has a keen interest in telling authentic stories and showing the unspoken dynamic in human relations. His appetite for new cultures and global trends, translates into his work, which is culturally relevant and engaging. He continues to surprise audiences with a fresh perspective on his creative work. He has vast experience in comedic work and some of your more sentimental pieces which are regular features on some of South Africa’s most liked ads rating lists. Mzi continues to push aesthetic and offer brave takes on subject matter. He has been instrumental in the success of some very large campaigns. He loves collaborating with agency and clients to make dope shit.

All Craft Entries

0307 Films | Kim Geldenhuys
Glo BOTY ‘Subtitles’
(Direction Craft)

7 Films | Jozua Malherbe
Burger King ‘Petrol’
(Direction Craft)

7 Films | Jozua Malherbe
Burger King ‘Sneakers’
(Direction Craft)

7 Films | Lazola Gola
Savanna ‘Cancel Court’
(Direction Craft)

Fell and Company | Greg Fell and Dumisani Sibanda
Mamelodi Sundowns FC ‘Dona’
(Direction Craft)

FirstPencil | Justine Puren Calverley
Sanlam ‘Drummer’
(Direction Craft)

FirstPencil | Justine Puren Calverley
Sanlam ‘Dancers’
(Direction Craft)

Patriot Films | Sam Coleman
M&G Investments ‘Nightball’
(Direction Craft)

Patriot Films | Sam Coleman
M&G Investments ‘Lighthouse’
(Direction Craft)

Paul Ward
Hyundai ‘Power Your World’ (Directors Cut)
(Direction Craft)

Romance Films | Emilie Badenhorst
Dom Dolla with Mansionair ‘Strangers’ (Music Video)
(Direction Craft)

The Rudeboy Collective | Mpho Twala
Ngok Beer (Congo, Brazzaville) ‘The Soul of the Congo!’
(Direction Craft)

Seriti Films | Lindo Langa & Thabang Moleya
African Bank ‘Audacity To Believe’
(Direction Craft)

Spitfire | AK
Investec ‘Possibilities’
(Direction Craft)

Spitfire | Katlego Baaitse
Converse ‘Create Next’
(Direction Craft)

Stage 5 Films | Jolynn Minnaar
Nina Simone ‘My Baby Just Cares For Me’ (HONNE Remix)
(Direction Craft)

TinToy Films | Nic Eve
Cape Union Mart ‘Festive’
(Direction Craft)

TinToy Films | Justine Patterson
Mirage (Short Film)
(Direction Craft)

Deliverance Post Production | Ricky Boyd
Brutal Fruit ‘You Belong’
(Editing Craft)

Howard Audio | Adam Howard
MFS Africa ‘This is MFS Africa’
(Original Music Craft)

Seriti Films
African Bank ‘The Audacity to believe’
(Original Music Craft)

Howard Audio | Paul Theodorou
Ricoffy ‘Ke Shap’
(Final Mix Craft)