Best in Craft awarded to Star Films, 0307 AND Priest

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. 

BEST IN CRAFT (Direction)
Liberty ‘Weird & Wonderful’
0307 Films | Kim Geldenhuys

Awarded by Fran Luckin

“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

BEST IN CRAFT (Direction)
Standard Bank ‘The Inventor’
The Star Film Company | Cindy Lee

Awarded by Ernest Nkosi

“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

BEST IN CRAFT (Editing)
Audi ‘The Outside Lane’
Priest Post Production | Matthew Swanepoel

Awarded by Ernest Nkosi

CRAFT MENTION (Direction)
Audi ‘The Outside Lane’ 
Patriot Films | Sam Coleman

Awarded by Fran Luckin

“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

CRAFT MENTION (Direction)
HAEZER ‘Dumb’ (Music Video)
7Films | Jozua Malherbe

Awarded by Fran Luckin

“Not dumb at all. A simple yet extremely visually arresting use of social media tricks and tools to drive home the point about our fixation on social media and the endless digital reproduction of our own images – the endlessly looping simultaneous glorification and dumbification of the self. ”
– IDIDTHAT Guest Judge: Fran Luckin, CCO Grey Africa

CRAFT MENTION (Direction)
Savanna ‘Launch’
Darling Films | Chloe Coetsee

Awarded by Fran Luckin

“Again with the confessions: this piece of work was done for our agency. But I want to applaud the director here, for using restraint and superb judgement to let the script and the actor shine.”
– IDIDTHAT Guest Judge: Fran Luckin, CCO Grey Africa

CRAFT MENTION (Direction)
MINA ‘Prince’
Bioscope Films | Zipho Dlangamandla

Awarded by Ernest Nkosi

“Congratulations to Zipho in the manner he approached a sensitive subject. Zipho’s ability to make the audience empathise with the subject of his film was masterful. Watching Zipho develop as a filmmaker excites me, I cannot wait to see him get bigger boards and thrive under the mentorship of the good people at the Bioscope. Congratulations to Zipho and all involved. ”
– IDIDTHAT Guest Judge: Ernest Nkosi, Director at Bomb Commercials

CRAFT MENTION (Direction)
Kreepy Krauly ‘My Kreepy Teacher’
Sketchbook Studios | Glen Biderman-Pam

Awarded by Fran Luckin

“I couldn’t leave this one out. Glen Biederman-Pam scores fifteen out of ten for totally nailing the voice and mannerisms of Craig Foster. Small budget. Huge impact.”
– IDIDTHAT Guest Judge: Fran Luckin, CCO Grey Africa

IDIDTHAT GUEST JUDGES:

Ernest Nkosi is a Director at Bomb Commercials. He has a strong background in business and marketing, having studied in the USA during his formative years. The Honours graduate from the South African School of Motion Picture and Live Performance, has worked alongside some of the industry’s world leaders such as Clint Eastwood and Morgan Freeman. Driven by passion, underpinned by a strong work ethic, Ernest is dedicated to telling true African stories. It is his belief that our continent has a suppressed voice, which can only be liberated by the medium of film.

Fran Luckin is Chief Creative Officer of Grey Africa in Johannesburg, and Chairperson of the Loerie Awards 2020/21. She has 25 years’ industry experience across all economic sectors, having begun her career as a copywriter at The Jupiter Drawing Room, after which she moved to TBWA / Hunt Lascaris in the late nineties, where she became a Creative Director. In 2003, she joined Ogilvy Johannesburg, where she became Executive Creative Director in 2008, and later a member of the board. In 2012, Fran was appointed to the 15-member Ogilvy Worldwide Creative Council. She has worked across traditional and digital advertising, having served as Executive Creative Director of Mirum South Africa from 2013- 2106. She joined Grey as CCO in 2016. Together with the executive team, Fran has helped to transform the creative output of the agency from traditional advertising into a fully integrated multi-media, digital and social communications offering. She is an Exco member of South Africa’s Creative Circle, and a member of Grey’s Global Creative Board. She was voted Woman of the Year 2019 in the MarkLives Agency Leaders Poll. She has judged international and South African creative awards shows (including the Cannes Film Lions, the Cannes Outdoor Lions, the Dubai Lynx Awards, the Clio Awards and D&AD) – and has also served three times on the judging panel for the Apex Awards. In 2017 she served as Jury President of the Print and Publishing Jury at the Cannes Lions – the first female Jury President from Africa. She has an M.B.A from the Berlin School of Creative Leadership, and has served 3 years as Chairman of the Academic Board of the Red & Yellow School.

All Craft Entries

10th Street Media | Darren Kerr
Gumtree ‘Declutterthon’
(Direction Craft)

7Films | Jozua Malherbe
Elegant Fuel ‘Fuel Joy’
(Direction Craft)

Arcade Content | Zandi Tisani
Dark & Lovely ‘Gro Stron’ (Director’s Cut)
(Direction Craft)

Bioscope Films | Zipho Dlangamandla
MINA ‘Thanduxolo’
(Direction Craft)

Carbon Films | Jason Fialkov
NBC Universal ‘The Kids of Live’
(Direction Craft)

Carbon Films | Porteus Xandau
Deus Customs ‘Some people get it, and some people don’t’
(Direction Craft)

Darling Films | Chloe Coetsee
Savanna ‘Unboxing’
(Direction Craft)

Egg Films | Robin Adams
Assupol ‘The Greatest Gift’ (Directors Cut)
(Direction Craft)

First Pencil | Justine Puren-Calverley
RAMA ‘Taste the Love’
(Direction Craft)

Giant Films | Paul Ward
Sanlam ‘The Plan’
(Direction Craft)

Ginger Pictures | Manu Lapiere
Booster ‘Booster Racines (Booster Roots)’
(Direction Craft)

Motion City Films | Helen & Kim
Ladles Of Love ‘The Hunger Monster’
(Direction Craft)

Sketchbook Studios | Talya Galasko
‘Interlude’ (Short Film)
(Direction Craft)

Spitfire | AK
Profmed ‘Batho’
(Direction Craft)

10th Street Media | Wynand Strydom
Gumtree ‘Declutterthon’
(Cinematography Craft)

Deon van Zyl
NBC Universal ‘The Kids of Live’
(Cinematography Craft)
Entered by Carbon Films on behalf of Deon

10th Street Media | Anlerie Cilliers
Gumtree ‘ Declutterthon’
(Editing Craft)

Find out how to enter the monthly craft awards