IDIDTHAT CRAFT AWARDS_Desire Marea ‘Be Free’ Arcade Imraan Christian FEB

Best in Craft awarded to Director Imraan Christian and Editor Shelby Ncube for Desire Marea Music Video

This month’s IDIDTHAT.co Craft Awards were judged by red-carpet-worthy talents of Julie Thorogood, Creative Director at NetworkBBDO and Mark Middlewick, Director at First Pencil. Congratulations to Director Imraan Christian from Arcade and Strangelove Editor Shelby Ncube who were awarded Best in Craft this month by both judges.

‘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.

BEST IN CRAFT (DIRECTION & EDITING)
Desire Marea ‘Be Free’ (Music Video)
Arcade | Imraan Christian (Direction Craft)
Strangelove | Shelby Ncube (Editing Craft)

Awarded by Julie Thorogood & Mark Middlewick

Direction Craft: ‘I watched this video over and over. From powerful immersive performances, scenes that push boundaries, beautifully rich art direction and romantic cinematography… what’s not to love! Well done Imraan Christian, you gave me goosebumps!’
– IDIDTHAT Guest Judge: Julie Thorogood, Creative Director at NetworkBBDO

Editing Craft: ‘Shelby’s attention to great editing timing helped make this vid dramatically epic.’
– IDIDTHAT Guest Judge: Julie Thorogood, Creative Director at NetworkBBDO

Direction Craft: ‘This is an exceptional piece of work with a distinctive directorial voice. It’s an intimate and hallucinatory journey into a South African criminal underworld that I haven’t seen before (and on a music video budget). Very often music videos can feel like a hodgepodge of visually superficial scenes that don’t form a creative whole, but Imraan somehow manages to juggle narrative, performance and tone into a singular visceral experience. Exquisite work Imraan.’
– IDIDTHAT Guest Judge: Mark Middlewick, Director at First Pencil

Editing Craft: ‘I had to mention the work of Shelby Ncube. He expertly weaves together abstract performance scenes and winding narrative, without discombobulating the audience and keeping me emotionally engaged throughout.’
– IDIDTHAT Guest Judge: Mark Middlewick, Director at First Pencil

CRAFT MENTION (DIRECTION & CINEMATOGRAPHY)

Standard Bank ‘Rise Above the Noise’
0307 Films | Kim Geldenhuys (Direction Craft)
Rick Joaquim (Cinematography Craft)

*Entered on behalf of Rick by 0307 Films

Awarded by Julie Thorogood

‘The ‘self-belief’ concept could have gone in so many different directions and Kim’s overall attention to detail as a director, definitely brought it to life in a beautifully emotive cinematic way. Everything from the choice of shots, gorgeous camera moves, editing and lighting, got this piece my craft mention. Talking about the gorgeous camera moves, snaps to Rick Joaquim for the cinematography on this work.’
– IDIDTHAT Guest Judge: Julie Thorogood, Creative Director at NetworkBBDO

CRAFT MENTION (DIRECTION)
Budget Insurance ‘Bad Things Happen to Good South Africans – Archie’
Gentlemen Films | Jono Hall

Awarded by Mark Middlewick

‘This is a fun brief and shout out to Jono for executing it with a deft touch. There’s a classic elegance to the direction that doesn’t try too hard to make me laugh. At the same time, the performances are beautifully understated, with Jono trusting the medium itself to deliver the comedy. High five Jono.’
– IDIDTHAT Guest Judge: Mark Middlewick, Director at First Pencil

CRAFT MENTION (ORIGINAL MUSIC / MUSIC SUPERVISION)
SAB ‘#FutureWithMoreCheers’
Marc Algranti Music | Marc Algranti

Awarded by Mark Middlewick

‘Karien (Karien Cherry from Giant Films) won a Direction Award for this previously, but I felt compelled to give an award to the music. Very often commercials like this try push emotion which hasn’t been earned, especially with the music. This piece is stripped down and isn’t over-instructive. It effortlessly accentuates each moment without telling me how to feel, organically building to a delicate crescendo. This is clearly the work of a confident classy musician.’
– IDIDTHAT Guest Judge: Mark Middlewick, Director at First Pencil

IDIDTHAT GUEST JUDGES:

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Julie Thorogood, Creative Director at NetworkBBDO
Julie is a lover of great ideas and visual storytelling. She has worked on many brands over the past 22 years, including Toyota, Sasol, Capitec, Coca-Cola and Distell. Her work has been recognised at multiple award shows. But most importantly, when she’s not art directing she’ll be found running the streets with her dog.

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Mark Middlewick, Director at First Pencil
Mark is a filmmaker, commercial director, music video maker and insufferable film snob. His short films have probably played in your country. His debut “Security” was made as part of the Focus Features Africa First Program, while his film “The Mascot” starred Oscar award-winner Adrien Brody. Brands across the globe have given him money to make them funny adverts. He’s known for dry grounded comedy and drawing out memorable performances from actors thanks to his manipulative Machiavellian techniques. Mark also likes to create strange music videos that make his Mom worry about him.He enjoys tea, Nutella and Andrei Tarkovksy films.