Best in Craft awarded to Chloe Coetsee from Darling Films and independent director Dave Meinert

This month’s IDIDTHAT.co Craft Awards were judged by the Judge Judy’s themselves, order in the court for Alan Irvin, Director at They Films and all rise for Danni Pinch, ECD at Accenture Song. Congratulations to Darling Films‘ Chloe Coetsee and independent director Dave Meinert who both took home Best in Craft.

‘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.

MTN ‘Babies’
Darling | Chloe Coetsee

BEST IN CRAFT (DIRECTION)
Awarded by Alan Irvin

CRAFT MENTION (DIRECTION)
Awarded by Danni Pinch

‘This spot really stood out in terms of craft, from selecting cast and directing of performances to choosing a location and art direction, wardrobe etc. A beautifully crafted piece of work and the director should be incredibly proud.’
– IDIDTHAT Guest Judge: Alan Irvin, Director at They Films

‘A fun, feel-good ad that doesn’t take itself too seriously – this was great timeline cleanser when I saw it in my feed recently. It has a distinctive style, builds nicely and really keeps things moving. The director totally captured the fun in the idea. A shout out to the music choice as well. Filing this under bonkers but fun.’
– IDIDTHAT Guest Judge: Danni Pinch, ECD at Accenture Song

Nivea ‘The Climbing Cholitas’
Dave Meinert

BEST IN CRAFT (DIRECTION)
Awarded by Danni Pinch

CRAFT MENTION (DIRECTION)
Awarded by Alan Irvin

‘The Director had some great things to work with here: the most epic of scenery, beautifully colorful characters, and a compelling story to tell. I was looking for work that really transports you into its own world and this really succeeds at that. The story is well paced, emotional without being exploitative and feels like it is just getting every beat right. Every element has come together to create a piece of work that is more like watching one of the best Netflix documentaries than a commercial!’
– IDIDTHAT Guest Judge: Danni Pinch, ECD at Accenture Song

‘Nivea takes a well-deserved Craft Mention. Again, the craft was excellent and how the director chose to tell this story really stood out. Well done.’
– IDIDTHAT Guest Judge: Alan Irvin, Director at They Films

IDIDTHAT GUEST JUDGES:

JAN Craft Awards_Danni Pinch_Accenture News

Danni Pinch, ECD at Accenture Song
Starting off in PR (after studying theatre in London) Danni spent their early career connecting tech brands and fashion and promoting South African designers in the likes of Vogue and CNN for Cape Town Fashion Week. Since making a shift into advertising, they have focused on finding the storytelling potential in emerging technology, which has included creating soap operas on WhatsApp; producing podcasts scientifically designed to make you dream of travel and turning the iconic Table Mountain into a playable destination on Roblox. Before their current role at Accenture Song, they founded and led social media agency Society and co-founded King James Digital. Their work has been awarded internationally at Cannes Lions, Webby Awards, One Show (among others) and they are a judge of the Webby Awards 2024.

Alan Irvin, Director at They Films
Alan’s experience in the ad industry has the luxury of multiple vantage points. Starting off as a designer, art director, Executive creative director and ending up as commercial director and co/owner of They.
His work is a dynamic mix of character driven storytelling, strong casting, visual humour, high production values and ability to create distinctive worlds for creative campaigns, and this has made him a highly sought after director. His love for fresh thinking and honest real stories ensures that his work is always visually compelling, human and super entertaining.

All Craft Entries

7 Films | Erin Nel
Specialized ‘Vicky x Specialized’
(Direction Craft)

Darling Films | Gale Maimane
Savanna ‘Trunk View’
(Direction Craft)

Giant Films | Peri
KFC ‘Ghost Pepper’
(Direction Craft)

Giant Films | Peri
KFC ‘Ghost Pepper – Tastemonial Mpho’
(Direction Craft)

Giant Films | Peri
KFC ‘Ghost Pepper – Tastemonial Jodi’
(Direction Craft)

Triple Story Content | Thina Zibi
KFC ‘Bozza Meals – Lobola’
(Direction Craft)

Triple Story Content | Thina Zibi
KFC ‘Bozza Meals – DJ’
(Direction Craft)

Triple Story Content | Thina Zibi
KFC ‘Bozza Meals – Car Guard’
(Direction Craft)

2+3 Post Productions | Joshua Adams
Belmond ‘Meet the Makers: Championing South African Design Talent | Episode 1 | Sindiso Khumalo’
(Editing Craft)

2+3 Post Productions | Joshua Adams
Belmond ‘Meet the Makers: Championing South African Design Talent | Episode 2 | Chulaap Suwannapha’
(Editing Craft)