IDIDTHAT Craft Awards July 2025 – View Showcase

ABOUT THE WORK
Titled “Break The Mold”, the campaign is a high-energy homage to individuality and self-expression, brought to life by four ambassadors: South African artist Karabo Poppy, skateboarder Brandon Valjalo, dancer Daniel Krichenbaum, and DJ Nazira Kassenova. Directed over three days across multiple Cape Town locations, the 2 30″ spots (we only entering one) fuses film techniques including holograms and unconventional lensing with street-level storytelling. Kyle, known for his genre-pushing visual language, captures not just performances, but a cultural pulse that feels electric. Shot by DOP Adam Bentel and finished in post by Strangelove, the commercial builds on Millers’ international tone with a fresh, energetic feel.

CREDITS
Brand/Client: Miller Genuine Draft

Agency: (Not an IDIDTHAT member)

Production Company: Egg Films, Cape Town
Director: Kyle Lewis
Executive Producer: Colin Howard
Producer: Lisa Gardner
Production Manager: Megan Hedenskog
Director of Photography: Adam Bentel

Post Production: Strangelove
Editor: Xander Vander
Wardrobe Styling: Amy Zama
Holographic Overlays: David Tenowitz, Afriten

Ambassadors:
Karabo Poppy (Artist)
Brandon Valjalo (Skateboarder)
Daniel Krichenbaum (Dancer)
Nazira Kassenova (DJ)

*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.