Still haunted by that time you were the only one who showed up to an Insta Live? So desensitised by the world burning that you didn’t even feel the earthquake? Considering befriending that crab you once saw in the rockpool in Umhlanga? Fear not! Our IDIDTHAT.co Craft Awards are here to breathe new life into your Level 1 *waves pom-poms* and celebrate our industry’s mad creative skills. Huge thank you to our September Judges – Chief Creative Officer of Grey Africa, Fran Luckin and Director at Bomb Commercials, Ernest Nkosi. 

‘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. 

“I’m going to admit, I always find judging this show quite difficult. My imposter syndrome comes right up, takes a seat next to me at the laptop, and goes, “SOOO whatchoo doing there? Judging film craft, eh? Interesting. Because can you even tell a prime lens from a prime rib?” Begone, Imposter Syndrome. I’m just going to be totally honest about my choices, and my reasons for making them, without trying to throw around words like “bokeh.” (Which I have probably spelled wrong.) For me, my favourite piece of direction was Liberty “Weird and Wonderful.” I mean, it’s basically a montage. But the creative choices elevate it way the hell out of montage land into something really relatable and intriguing. From the way the opening scene unfolds like the beginning of a movie, every scene has been carefully considered to bring the maximum amount of meaning and nuance to each line, and not in a “show and tell” way either. None of the choices are predictable or hackneyed: I like that the woman who’s taking ages to get ready isn’t found in a “Sex and the City” type glamourous walk-in-closet. I love that the scene about us not being able to hide our feelings is set in a sort of male beauty competition setting (yeah, I know they’re power lifters or something, but I love how it plays with the beauty queen trope.) I love that there’s a woman staring at a statue’s bum in the last scene. In a financial institution ad. I’m not absolutely sure why it’s there (apart from the fact that it links with the previous scene). But hell, I like that too. It doesn’t quite add up. It’s not entirely rational. There’s something very left-brained about the way the visuals and the copy work here which fits so sweetly with what the message of the ad is. ”
– IDIDTHAT Guest Judge: Fran Luckin, CCO Grey Africa

“I’m a sucker for a beautifully told period piece, the passage of time is beautifully orchestrated, weaving seamlessly through the different eras with believable performances. The camera language is complemented by an exquisite edit with beautifully timed match cuts. The art direction beautifully captures the nostalgic past paying great homage to the Toyota Cressida a classic loved car of that era. The rich textures in the grade are complemented by the music that brings together the entire piece. Congratulations to all involved on an amazing piece of film.”
– IDIDTHAT Guest Judge: Ernest Nkosi, Director at Bomb Commercials

“Matthew Swanepoel’s edit gives fluidity to the relationship of car and athlete, invoking the same emotion as if it was Wayde’s 400m race. The clever use of archive footage and well-timed music helps portray a parallel story of Wayde’s life adding an extra dynamic to the spot. The timing and tempo of the shot selections are slick and shows the number of hours and dedication to this piece. Congratulations to all involved, on a beautiful piece of work.”
– IDIDTHAT Guest Judge: Ernest Nkosi, Director at Bomb Commercials

“I thought the effect of setting the action in what looked like a dark tunnel was a really smart way of getting across the isolation and loneliness experienced by the runner in Lane 8 – and also the claustrophobia of having nothing to distract the runner from his / her own thoughts and anxieties. ”
– IDIDTHAT Guest Judge: Fran Luckin, CCO Grey Africa