IDIDTHAT Craft Awards July 2025 – View Showcase

CRAFT MENTION (DIRECTION)
Showmax ‘Watch Us’
Fort | Amr Singh

Awarded by Snooze Kambuwa

Judges comment: ‘From the very first scene, the director signals a bold creative vision. More than an arresting opening, it’s a clear statement of intent. What follows is a masterclass: star-studded performances drawn from celebrities & shaped with heart, a reimagined score that feels both fresh and timeless, and a world built with such beauty and attention to detail. Direction that doesn’t just tell a story, it celebrates African identity.’ – Mbeu ‘Snooze’ Kambuwa, Executive Creative Director at Ogilvy South Africa

Disclaimer* I oversaw this project. However, I believe the level of craft, particularly in directing celebrity talent, cinematography, and musical score, genuinely stands out among this month’s entries.

ABOUT THE WORK
Fort’s Amr Singh directed Showmax’s new brand ad, which was conceptualised by Ogilvy. The spot for the African streamer racked up over a million views in its first 36 hours online.

In a world where most TV and movies come from America, it’s easy to believe that most heroes do too. But talent is universal, even if opportunity is not. So in the Showmax ad, narrator Thuso Mbedu asks, “What if we dare to believe the best can come from here?”

Mbedu is a case in point herself. Since earning two International Emmy nominations as Winnie in Is’thunzi, a South African drama series now on Showmax, her career went international. She cracked a Critics Choice Best Actress nomination as Cora in the Emmy-nominated The Underground Railroad, won the Black Reel Breakthrough Actress Award as Nawi in the #1 box office hit The Woman King, and has had voice roles in Mufasa: The Lion King and Castlevania: Nocturne. Next up, she’ll appear opposite Mark Ruffalo in Task, a new HBO crime series from Mare of Easttown creator Brad Ingelsby, and then in the lead role of Zelie in the adaptation of Tomi Adeyemi’s African fantasy bestseller Children of Blood and Bone, as part of an all-star cast that includes Damson Idris, Idris Elba, Cynthia Erivo, Chiwetel Ejiofor, Lashana Lynch and Regina King.

The star-studded Showmax ad also features Grammy winner Tyla; fashion icon Laduma Ngxokolo, founder of the MaXhosa Africa luxury knitwear brand; and Bayanda Walaza, the double 100 and 200m U20 world champion sprinter, as well as amapiano pioneer Kabza de Small and street artist Karabo Poppy.

“Bayanda Walaza, who was still in high school when we shot this, ran full-tilt through the rain on set (dangerous, honestly) but did it with full commitment, again and again,” says Amr. “Weeks later, he ran a sub-10 second 100m in real life. You can’t write that.”

Also look for a host of Showmax favourites, including actors Kea Masango (Youngins) and Luthando BU Mthembu (Adulting) as well as reality stars Nonku Williams and Sorisha Naidoo (The Real Housewives of Durban).

CREDITS
Brand/Client: MultiChoice
Chief Marketing Officer: Yatish Narsi
Head of Brand and Marketing: Lauren McInnes
Marketing Co-Ordinator: Lele Dinte

Agency: Ogilvy
Executive Creative Director: Snooze Kambuwa
Creative Director: Tshepo Mosoeu
Group Head, Art Direction: Noelle Augustus
Group Head, Copywriting: Brandon De Souza
Business Director: Dominic Schwarz
Senior Producer: Tsakane Mogale and Tshepiso Moerane

Production: Fort
Director: Amr Singh
Cinematographer: Rory O’Grady
Production Design: Sam Dell
Wardrobe: Hannah Smith

Post Production: Hashtag Post

Music: (Not an IDIDTHAT member)
Song: ‘Stay Shining’ by Riky Rick

*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.