View I DID THAT Craft Awards December 2025 showcase

When hair meets safety.

Score another landmark piece of work for Spitfire Director Ying-Poi. Together with AfriSam and their agency Promise, Ying-Poi has completed a series of commercials that are as ground breaking for AfriSam as they are for the construction industry.

As an integral part of that industry, AfriSam saw the need to address an issue with potentially fatal consequences: that the protective head gear so crucial on construction sites was very much designed by men for men, ignoring the diverse ways women wear their natural hair. And what came out of that insight was ingenious: bring a hairstylist on board to create six unique styles for women that are designed to fit beautifully under hard hats, allowing women to express themselves without compromising safety.

Shot in high contrast black and white, Ying-Poi’s Direction showcases the women’s individual charisma magnificently – and at the same time demonstrates how the viewer can create the different hairstyles for themselves. Practical, empowering, and stunningly stylish.

Client/Brand: Afrisam

Agency: (Not an IDIDTHAT member)

Film Production & Crew
Film Production Company: Spitfire Films
Director: Ying-Poi De Lacy
Executive Producer: Liesl Lategan
Producer: Relebohile Thianye
Producer: Brennan Lewis
Cast Coordinator: Malehlohonolo Ntsooa
Production Coordinator: Joshua Rissik
Production Assistant: Tristan Robson
Production Assistant: Neo Ndlukulu
1st AD: Jacob Motsamai

Techs
Director of Photography: Jason Haji-Joannou
Focus Puller: JP Turvey
Gaffer: Jean du Plessis
Lighting Assie: Sibusiso
Grip: PJ Steyl
Grip Assie: Mnqobi Mthethwa
Photographer: Graham De Lacy
DIT/ VT: Ryan Sheppard
Art Director: Wayne Smith

Post Production
Post Producer: Liesl Lategan, Relebohile Thianye, Brennan Lewis
Editor: Jade de Jager
Colourist: Jarryd de Toit
Online: Bradley Glossop, Stuart Botha
Final Mix: Bandile Mabaso

AfroBoutique
Hair Designer: Tumelo Mpholo
Assistant: Nondumiso Mthethwa

Models
Zengi Mosala
Onwabe Dlova
Lisa Vabaza
Noxolo Moyake
Hlengiwe Magubane
Malesedi Mahlatji

*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.