TikTok ‘Daddy Dearest’

AWARDED
IDIDTHAT Craft Awards August 2024 – View Showcase

BEST IN CRAFT (DIRECTION)
TikTok ‘Daddy Dearest’
Romance Films | Justice Mukheli

AWARDED BY:
Nkgabiseng Motau, CCO at Think Creative Africa
Ernest Nkosi, Director at Mogul Pictures

Nkgabiseng’s comment: Judges comment: ‘This film immediately drew me in with its unexpected storyline. I felt deeply connected to the father-daughter relationship, which the director masterfully transformed into something emotionally rich and multi-layered. The performances were moving, and it felt like watching a little movie in just a few minutes. It’s the kind of piece that stays with you long after, showing how everyday moments can become something profound through great direction and storytelling.’ – Nkgabiseng Motau, CCO at Think Creative Africa

Ernest’s comment: Judges comment: ‘TikTok’s ‘Daddy Dearest’ commercial is a powerful exploration of the bond between a single father and his teenage daughter. This film brilliantly shows how one app can bridge generational gaps and inspire dreams. The creative choices are spot on, the technical work is equally seamless making this a standout in the current wave of narrative-driven advertising—a script I wish had landed on my desk. It’s no surprise this piece wins Best in Craft this month, proving that storytelling in advertising is thriving.’ – Ernest Nkosi, Director at Mogul Pictures

ABOUT THE WORK
Justice Mukheli’s new film for TikTok delves into the complex relationship between a single father and his teenage daughter.
This is a film about self discovery, optimism and the possibility of dreams, powerfully manifested through one humble app.  Inspired by his daughter’s passion for music, our father  steps out of his comfort zone to connect and bridge the gap between them, embarking on a journey of self-discovery.

People can often be constrained by stereotypes. TikTok enables users to discover and express previously unknown aspects of their personality through its massive, ever-growing library of content that is both singularly informative and entertaining.
 
Every search brings them closer to their true selves.
 
It’s a local story, but also a universal one. Both commonplace and profound. Simple but brilliant.

CREDITS
Brand: TikTok
Head of Brand Marketing Sub-Saharan Africa: Desh Govender
Head of Brand & Creative EMEA & APAC: Jake Cooper
Head Brand Marketing & Strategy METAP: Paul Katrib
Regional Creative Director: Maya Mohtar
TikTok Brand & Creative Regional Strategy Lead: Mehmet Ozdogan
Production Lead Brand Marketing EMEA: Rosie Adkin

Agency: Dentsu Creative
Chief Creative Officer: Nkanyezi Masango
Copy Writer: Uraisha Naidoo
Art Director: Aalia Kirsten
Head of Production: Nicola Berry
Business Unit Director: Kim Stewart
Business Unit Director: Lerato Molele
Creator and digital manager: Megan Gotkin

Production Company: Romance Films
Director: Justice Mukheli
Producer: Khosi Khumalo
Executive Producer: Helena Woodfine
Director of Photography: Jared Paisley
Art Director: Keenan McAdam
Stylist: Amy Zama
Researchers: Catherine Green, Maghiel van Dorssen
Casting Director: Grays Casting
Casting Director: Kevin Gray
Principal actor: Lungi Pinda
Principal actor: Olesego Molemi
Supporting actor: Ziaphora Dakile
Supporting actor: Titus Mekgwe
Supporting actor: Jabulani Phambana
Supporting actor: Lethiwe Sibiya

Editing company: Left Post
Offline editor: Anthony Lee Martin
Colourist: Terry Simpson
Online/VFX: Ilhaam Mullagee
Tech Support and Assist: Mo Chopdat

Music Studio: (Not an IDIDTHAT Member)
Composers: Chris Laco & Ammo Moses
Vocals performed by Mariechan
Violin performed by Daline Mitchley
Final mix studio: (Not an IDIDTHAT Member)
Sound Engineer: Chris Laco

*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.