Xiaomi South Africa 'Xiaomi: Ludumo - The Miracle Man'

Xiaomi South Africa ‘Xiaomi: Ludumo – The Miracle Man’

IDIDTHAT Craft Awards November 2024 – View Showcase

CRAFT MENTION (DIRECTION CRAFT)
Xiaomi South Africa ‘Xiaomi: Ludumo – The Miracle Man’
Lucky Hustle/Jump Ship Media | Shilo Maloney

Awarded by Tessa Ford

Judges comment: ‘There is something very powerful about this film’s sincerity, honesty, and simplicity. It hits all the right emotional notes. Shilo draws us in with a performance that feels deeply authentic, taking us on a heartfelt journey. It’s a story of resilience that reminds us that even when our dreams are shattered, hope can always shine through. Truly moving and inspiring!‘’ – Tessa Ford, Owner & Editor at Tessa Ford Post

ABOUT THE WORK
This is about the extraordinary display of the human spirit in ordinary places. Ludumo is a fighter in every sense of the word from what he used to do in the ring himself to how he survived a life changing event he was never meant to survive, and finally, to how he now channels it to other ring-ready fighters.

The stark look and feel, the visual balance of light and single-source darkness is meant to express this man’s life, the juxtaposed feeling of despair and hope. The Xiaomi brand itself preaches “Innovation is for everyone” and instead of creating an influencer campaign with big names, we felt that we wanted to champion innovation, light, and hope coming from a humble unknown figure who really embodies ‘extraordinary’. Ludumo’s story is about miracles and dreams, and it was a dream to listen, capture and create his story with him.

CREDITS
Brand: Xiaomi South Africa

Agency: (Not an IDIDTHAT Member)
Production Team: JumpShip & Lucky Hustle
Agency CEO: Darren Morris
Producer: Omphile Moduka
Director & Writer: Shilo Maloney
DOP: Vincent Boonzaaier
Editor & Grader: Anna-Lisa Morris
Sound Engineer: Richard Staub