Chantelle’s comment: ‘This ad is a craft masterpiece. Zee and Evi build tension like a Jordan Peele thriller – every look, every pause, every eerie smile feels intentional. It doesn’t just sell a product (an Easter promo), it creates an entire world around it that draws you in from the start. It’s a blend of absurdity, sci-fi vibes, and impeccable craft. An unexpected tonal shift for KFC – in the best possible way – and honestly made me wish ‘I did that’.‘

Jeanine’s comment: ‘A double Craft Mention for a Double Malt felt appropriate. In this case, for Editing from Evy Katz and for Sound Design by Alex Smillie. The editing is at the perfect pace for this storytelling spot, and keeps that story going in a natural, humorous rhythm. The sound design is subtle and on point, and builds beautifully towards the end. Both disciplines add a lot to this well-brewed piece.’

Suhana’s comment: ‘The Uber Eats work is a perfect example of the way craft becomes crucial in bringing an idea to life. The editing on this piece was impeccable. While the idea of dubbing is not new, the timing, footage research and editing choices were spot on, making the work hellava fun, humorous and rewatchable.’

Karien’s comment: ‘I’ll admit to being jealous when I saw this campaign! It was little consolation to find out there was no director on this (only brilliant copywriters who are coming for my job..!) – which only makes the Best in Craft for Saki’s editing role even more deserved. Anyone who has ever attempted any kind of stock footage job knows the nightmarish, jigsaw-like process they would have had to embrace – so to end up with something that makes me laugh out loud is a testament to their craft. Well done.’