Best in Craft awarded to director Monde for Vimba!

This month’s IDIDTHAT.co Craft Awards were judged by industry legends Roanna Williams, CCO & Co-Founder of South Africa’s brand new agency Boundless and Kim Geldenhuys, Director at 0307 Films. Congratulations to Monde who is taking away top honours this month!

‘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.

Calvin Klein (Brand sponsorship) ‘Vimba!’
SHIBOBO! | Monde

BEST IN CRAFT (DIRECTION)
Awarded by Roanna Williams

CRAFT MENTION (DIRECTION)
Awarded by Kim Geldenhuys

‘A lot of work is taking on similar treatments and grading but this one feels ‘fresh’. It beautifully intertwines high-end fashion with pre-owned culture. The direction embraces the subject matter, place and mindset of the characters perfectly. The captivating sound, that matched the casts’ obsession, grading and storyline kept me watching through. The lead actress exudes an attitude and compulsion that makes this pre-owned fashion story utterly cool and mesmerising.’
– IDIDTHAT Guest Judge: Roanna Williams, CCO & Co-Founder at Boundless

‘I found Monde’s film to be provocative/challenging. Also liked the way it was shot and graded. For me it spoke to the dangers of what we say – the words we utter/false accusations and mob justice in a visceral and challenging manner. The narrative took it out of the commercial world, which I liked, and triggered an internal debate, but that said I was a little lost regarding the link to fashion, what the position of Calvin Klein was (if any) in the narrative…’
– IDIDTHAT Guest Judge: Kim Geldenhuys, Director at 0307 Films

CRAFT MENTION (DIRECTION)

Builders Warehouse ‘The Stand’
Plank | Peter Pohorsky

Awarded by Roanna Williams

‘This one put a smile across my face. Taking inspiration from Mel Gibson’s speech in ‘Braveheart’, Pete Pohorsky has successfully managed to turn a bunch of DIY cowards into motivated and inspired can-do home fixers. You can see that the direction has really been considered and thoughtfully told. It’s an idea that without the right director could easily have not worked. But in this case – Pete nailed it. The lead actor driving a mini-tractor and gloves (from Builders) is a great touch. The sound of its engine is also really funny. The delivery of the speech makes you really feel like you CAN-DO it. I also enjoyed the interjection of the comment “Saturday!” and cut away characters which helps the arc of the storytelling and keeps you engaged. The direction of this piece is definitely making a stand against ugly.’
– IDIDTHAT Guest Judge: Roanna Williams, CCO & Co-Founder at Boundless

CRAFT MENTION (DIRECTION)

Nivea ‘The Black Mermaid’
Dave Meinert

Awarded by Kim Geldenhuys

‘I thought this deserved a mention because I know how hard it is to crack good water footage and I felt Dave and his team did a good job of that… It also brought the feels…I felt something through the protagonist’s performance and on camera presence. It felt subtle and sincere…which is rare for a skin care product. I liked that she spoke to an organic awareness, being at one with nature so to speak and the value of the church of nature and the unknown.’
– IDIDTHAT Guest Judge: Kim Geldenhuys, Director at 0307 Films

IDIDTHAT GUEST JUDGES:

FEB CRAFT AWARDS JUDGES_Roanna Williams SMALL

Roanna Williams, CCO & Co-Founder at Boundless
Roanna Williams is the Chief Creative Officer of Boundless, a new independent agency, bringing her extensive expertise in creative direction and innovation to the forefront. She has over 22 years’ experience, working at some of South Africa’s top agencies and was the first woman to chair the Creative Circle. She is committed to fighting the good fight for more women representation and equality in the industry. With a background marked by a crazy passion for pushing artistic boundaries, Roanna continues to pursue ideas with heart and humanity at the core.

FEB CRAFT AWARDS JUDGE_Kim Geldenhuys SMALL

Kim Geldenhuys, Director at 0307 Films
Kim fell in love with performance and storytelling as a teenager while working as a theatre usher in Cape Town. He began his professional career as a fashion photographer eventually graduating to film where he was able to combine his love of imagery with the intimacy of human performance. In 1998 Kim founded Egg Films his first production company and in the following years developed a strong local and International clientele. In 2014 he launched 03:07. Since inception, 03:07 has been awarded Production Company of the Year 2018 & 2020 by Ciclope Africa, and was awarded Production Company of the year at Loeries 2019. His attention to detail and concept has led to him being consistently featured at award shows around the world, such as Cannes, Clios, LIA’S, Ciclope, D&AD, The One Show and many more. Topsy’s ‘Selinah’ won South Africa’s first Grand LIA at the London International Advertising Awards, as well as Cannes Gold and numerous other international awards.