Fran’s comment: ‘When you watch this ad, you don’t come away with “Ooh, great VFX” uppermost in your mind. Which is exactly why I think it’s so great. It’s not that I don’t love a special effect. It’s that, in this case, the commercial is selling you a world that’s all about possibility, not impossibility. And so it absolutely and convincingly presents to you a world which is gorgeous, exciting, fast-paced and full of rhythm. And you don’t question a minute of it. You walk away from this commercial with a sense of how cool the world is. And that’s a testament to the artistry and science that happily effaces itself in the service of the idea. (I know I’m waxing lyrical here and could very well sound enormously pretentious – but I really like this ad. It reminds me of the time when commercials were happy to evoke a world of magic and imagination that didn’t operate at a purely rational level and didn’t have a voice-over reciting the strategy). Thank you for coming to my TED talk.’

Jeana’s comment: ‘Sinister Studio’s master of illusion Christian van der Walt gets my vote for MTN Feet. On an obvious level we can see the gorgeous 2d graphics that splash across the ad, the formidable 3d animations and the seamless transitions that are so tastefully executed. But for me, the genius lies in post that we FEEL, if we can’t see it – because I didn’t see it until the trick was revealed (watch the making of). Almost every shot has an imperceptible thump or a bump where the camera too reacts to the action. This detail adds to the concept, the grit and the feel of this spectacularly crafted ad. Kudos to Chris and the Sinister team.’

Sibusiso’s comment: ‘This film is a visual treat that moves seamlessly through different graphic styles and effects. It’s a feast for the eyes, and manages to tell a compelling story whilst not letting the VFX get in the way.’

Lourens’ comment: ‘I appreciate the mathematical brain-bending that took place in this commercial to achieve the right scale of the Gentle Giant. It’s clear that some serious craft and attention to minute detail went into this piece, ensuring that it was as authentic and yet, as magical as possible.’

BEST IN CRAFT (VFX) Greg’s comment: ‘I felt it would be impossible to separate the direction from the visual effects on this job because they are inexorably linked. For that reason I have chosen Sinister Studios as a joint Craft Best. Sinister was able to seamlessly tie together the tricky challenges that come with scale-sized sets, motion control rigs and large actors. Impressive stuff!’

CRAFT MENTION (VFX) Suhana’s comment: ‘I appreciate the mathematical brain bending that took place in this commercial to achieve the right scale of the Gentle Giant. It’s clear that some serious craft and attention to minute detail went into this piece, ensuring that it was as authentic and yet, as magical as possible.’