Best in Craft awarded to Greg Rom from Gentlemen Films and Ian Gabriel from Giant Films

This month’s IDIDTHAT.co Craft Awards were judged by our very own winter warmers, Chief Creative Officer of Draftline JNB, Neo Segola and Partner and Director at The Rudeboy Collective, Mpho Twala. Thank you, you incredibly beautiful, clever, talented people. 

‘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)
Mercedes Benz ‘Trust Your Gut’
Gentlemen Films | Greg Rom

Awarded by Neo Segola

‘What an intriguing and watchable little campaign! The shot selections, as well as the information packed into each one, tell so much of the story and provoke the right emotions. Each shot is playfully yet expertly considered, curated and composed, resulting in a level of cinematic storytelling that does not need dialogue and frills to fill in the gaps – because the director’s visual storytelling leaves nothing out. Adding to its watchability is its multi-layered storytelling. Every time you watch each individual piece, you discover something different. What makes it a visually strong campaign is how the composition of each shot contributes meaningfully to the narrative. From the depth of each shot to the camera’s position, nothing is wasted and nothing is superfluous. Even though the shots are often static or have slow tracking, the movement is deliberate in its intentions; inviting you to engage but leaving you feeling uneasy! Yet another strong element in this treatment is the colour palette. At first glance, it is bright and colourful and optimistic. On closer inspection, it communicates something insidious that lies beneath. The result? You smile at the commercials’ comical nature but are left uneasy by…something. Very clever! I’m definitely fan-girling for this entry. Well done!’
– IDIDTHAT Guest Judge: Neo Segola, Chief Creative Officer at Draftline JNB

BEST IN CRAFT (Direction)
SuperSport ‘Watch Africa Rise’
Giant Films | Ian Gabriel

Awarded by Mpho Twala

‘This was the standout film for me, as a lover of all things sports, I thought it was well crafted and not a typical ‘sports promo video’ you’d expect from Supersport. Loved how they treated the lighting and cinematography. The intercutting between archival and shot footage is seamless, and helps to tell the story in an emotive way. I also appreciate that they didn’t try and recreate something we’ve seen before, and rather went for something unique, that stands out. This piece is a reminder why Ian is one of the great custodians of this commercials industry – such a fantastic leader. Everything about this film works hard. The cinematography is key. With very intentional lighting that aides the cinematography. Sound design plays its part. And the voice-over helps the spot flow.’
– IDIDTHAT Guest Judge: Mpho Twala, Partner and Director at The Rudeboy Collective

CRAFT MENTION (Original Music)
Multichoice/DStv ‘Start Your Story’
Markus Smit at Honeymoon Studios
*Entered for Markus on behalf of Your Girlfriend

Awarded by Neo Segola

‘I enjoyed how the music has been crafted and worked into the ad. Firstly, it’s the way in which the phrase “It is what it is” is taken from the character who delivers the line and is isolated and transformed into the lyric of the music track. It’s lovely, it’s catchy, it’s current. The music seamlessly adjusts to fit each of the changing scenes, without losing track of itself. Nicely done on crafting well enough that the music transitions from in-picture to over-picture without being jarring. What is also great is that even with the way it has been edited, it still feels like one cohesive track, and you never lose the energy and cadence of the ad. This piece reflects how sticky popular culture is in an effortless way. Tells a nice story through music & sound design.’
– IDIDTHAT Guest Judge: Neo Segola, Chief Creative Officer at Draftline JNB

CRAFT MENTION (Direction)
Solidarity Fund ‘Wise Words’
Darling Films | Zee Ntuli

Awarded by Mpho Twala

‘I love everything about this commercial. Zee has given this spot the right amount of drama, emotion and humanity. From cinematography to the seamless transitions through these well-articulated worlds of characters. Zee represents all that is great in the commercial (filmmaking) space. All his creative decisions are informed by research and an understanding of his market. He’s a reminder why (the future of) advertising is in good hands. A star that continues to rise above the rest, with the work he and his team produce.’
– IDIDTHAT Guest Judge: Mpho Twala, Partner and Director at The Rudeboy Collective

CRAFT MENTION (Direction)
Trace ‘Stand Up N Shine’
The Visual Content Gang | Batandwa Alperstein (Takezito)

Awarded by Mpho Twala

‘Besides this spot looking great, I like what it represents. I don’t have an idea what the budget is/was but with what they had, they managed to pull of a fantastic looking film. Good to see the younger creatives producing work based on an intention that’s bigger than just making ads. It’s the reason Batandwa Alperstein, makes me feel like the future of this ad game is in good hands.’
– IDIDTHAT Guest Judge: Mpho Twala, Partner and Director at The Rudeboy Collective

IDIDTHAT GUEST JUDGES:

Neo Segola is the Chief Creative Officer of Draftline JNB, the in-house agency for South Africa’s largest beer brands. She moved to the position in 2020 from her role as Executive Creative Director at FCB Africa. Neo fell in love with the power of brands while working for Coca-Cola at the Summer Olympics in 1996. Earlier in her career, she was Deputy Creative Director at Zk Advertising covering several West African countries. An impassioned storyteller with a career spanning almost two decades in the continent, her focus is on telling authentic African stories. She spends whatever free time she has studying towards a law degree and developing a children’s book series.

Mpho Twala is a Partner and Director at The Rudeboy Collective. To get Mpho, you need to meet him. Mpho comes from a producing background having spent six years honing his craft in Belgium at Roses are Blue now known as Caviar. As a film director he is all about real, unfiltered emotional authenticity, culturally accurate stories and exploring how blackness is envisaged, depicted and viewed. These experiences, along with an innately perceptive eye and a love for collaboration, have laid the foundation for where he is right now as filmmaker.
Patient, personal and passionate, he has a unique way of gently but relentlessly navigating his team towards the mercurial. A selfless mentor who is deeply committed to transformation in the local film industry, he is defined as much by his work as he is by his love for his family, his love for sport and his lovely, generous demeanour.

All Craft Entries

7Films | Lazola Gola
GGG ‘HOME’
(Direction Craft)

Bioscope Films | Hylton Tannenbaum
Montego ‘You Can’t Beat A Classic’
(Direction Craft)

Blacklist Films | Lucinda Ohlson
Tayla Hunter ‘Out of Mind’ (Music Video)
(Direction Craft)

Blacklist Films | Imran
Lays ‘Replay’
(Direction Craft)

Darling Films | Gale Maimane
Brutal Fruit ‘#YouBelong Just As You Are’
(Direction Craft)

Giant Films | Peri
Luno ‘Tackle Bitcoin’
(Direction Craft)

Panther Punch | Glen Biderman-Pam and Oli Booth
Gumtree ‘MFC’
(Direction Craft)

Patriot Films | Sam Coleman
Becks Unfiltered ‘All Of It’
(Direction Craft)

Patriot Films | Sam Coleman
Coca-Cola ‘Internet cafe’
(Direction Craft)

ROMANCE | Greg Gray
Nedbank ‘The Price of Consumerism’
(Direction Craft)

Spitfire | Katlego Baaitse
SA Taxi ‘Lucas’
(Direction Craft)

Spitfire | Katlego Baaitse
SA Taxi ‘Mpho’
(Direction Craft)

Spitfire | Katlego Baaitse
SA Taxi ‘Mrs Victoria Muleke’
(Direction Craft)

Rick Joaquim & Kingdom Kome
The Ring of Beasts (Short Film)
(Cinematography Craft)

Andrew Traill
Hennessy ‘JHB’s Mural Trilogy’
(Editing Craft)
Entered by MATTE BLACK STUDIOS on behalf of Andrew

Bioscope Films | Jumping Back Slash
Ackermans ‘Denim’
(Original Music Craft)

Marc Algranti Music | Marc Algranti
MTN ‘One More Push’
(Music Supervision and Re-record Craft)

Ben van der Walt
Montego ‘You Can’t Beat a Classic’
(VFX and Animation Craft)
Entered by MATTE BLACK STUDIOS on behalf of Ben

Find out how to enter the monthly craft awards