The Rudeboy Collective

A dynamic, agile, full-service commercial and film production company based in Joburg and Cape Town.

Johannesburg & Cape Town

Directors: Aadil Dhalech / Batandwa Alperstein / Hallie Haller / Helen & Kim / Mpho Twala / Robin Adams
Executive Producer: Sabelo Mahlangu



To get Mpho, you need to meet him. A FILM DIRECTOR who’s all about real stories, unfiltered emotional authenticity, cultural accuracy and exploring how blackness is envisaged, depicted and viewed. His work across Africa, from Kenya and Ghana to Nigeria and Zambia, has received multiple awards and ardent respect, but it’s his deeply sensitive approach that makes him really stand out. Patient, personal and passionate, he has a unique way of gently but relentlessly navigating his team towards the mercurial.


Aadil is a born storyteller. A “gift” that he’s used to get out of trouble, make racist bullies laugh, get his parents to pay for one more year of studies, and more recently, convince brands like VW, KIA, Renault and GSK to let him direct their ads. At the end of 2021 he joined The Rudeboy Collective as a Partner and Director, which is a whole other story…


After years of shooting together, bound by their love of rich visuals, clear narratives and a shared modus operandi, Kim Hinrichs and Helen J. Raine teamed up to form two-headed director ‘Helen & Kim’. Their combined forces provide a diverse and dynamic skillset, along with a cohesive and symbiotic workflow which allows them to hone in on a micro level throughout their filmmaking. Strong storytellers and intuitive performance directors, visually, the pair has a stylistic approach, working to carefully balance narrative and aesthetic.


Hallie Haller is a creative who cares about media, the future and you. Hallie is interested in cultural production that creates opportunity, fosters community and examines how we may live more meaningful lives. She has written a multitude of unpublished pieces, received hundreds of rejection letters, invested unwisely in passion projects and risked it all on hope – more than once. For love and money, she is a writer, director and creative strategist. Hallie is proudly a Brown Girls Doc Mafia member, a ForCreativeGirls mentor, a One World Media documentary fellow and an ambassador for GirlsInFilm’s South African chapter.

Awarded by IDIDTHAT

The Rudeboy Collective | Aadil Dhalech
MTN ‘MoMo’
IDIDTHAT Guest Judge: Cindy Lee, Director at The Star Film Company
July 2023

Cindy’s comment: ‘I’m always a sucker for great performances and Aadil Dhalech delivered with this spot for MTN MOMO. Surprisingly it did that without getting lost in the VFX or all the hard working sell (and there’s a lot of it). It’s a real joy to see good, subtle humour shine through (just love the security guard’s performance) and not take second place to a big or busy idea. The editing, narration, music and sound design all helped push the humour without labouring it. It’s not easy making such a memorable commercial that has so much to sell. All in all a commercial beautifully crafted.’

The Rudeboy Collective | Monde Gumede
Wikipedia ‘Forwarded Many Times’
IDIDTHAT Guest Judge: Kim Geldenhuys, Director at 0307
October 2021

Kim’s comment: ‘This one caught my attention. I like that it drew me in and triggered a feeling. It’s a conversation starter and raises an awareness to be more cognizant of what we put out into the public domain, and that is part of the craft of the director. To use his voice to raise awareness and get messages across that he/she feels strongly about. I like that Monde wrote it himself. I liked the pace, the edit and the audio choices. Well done Monde.’

The Rudeboy Collective | Monde Gumede
DSTV Internet ‘Connection (Directors Cut)’
IDIDTHAT Guest Judge: Bruno Bossi, Director and Owner of Carbon Films
September 2021

Bruno’s comment: ‘Entertainment. Ads that entertain have been a driving force in our ad world for so long. Lately, the link between the entertainment and the product has become more tenuous with pure entertainment overriding the product offering. However with DSTV serving up entertainment as its main product this spot by Monde links the two perfectly. A well-handled narrative with great characters and just the right dose of pun and punch round off this genre piece.’

The Rudeboy Collective | Mpho Twala & Vusi Twala
Inverroche ‘Pioneers Of The Present’
IDIDTHAT Guest Judge: Adam Howard, Owner, Composer and Engineer at Howard Audio
June 2021

Adam’s comment: ‘Brand AV’s or company manifesto films can at best be quite sterile, but this film by Mpho Twala and Vusi Twala is a beautiful capture of the essence of the Inveroche brand. We get taken on a sensual journey and the direction is just spot on. As you watch the film, you can even taste and smell the environment as Mpho and Vusi get our senses going. I really felt I got to know the brand more intimately because of this. A beautifully executed film where the directors manage to take us on a journey where the brand message doesn’t get forced. Even having the founder of Inveroche involved didn’t feel contrived and instead actually added sincerity to the film.’

BEST IN CRAFT (Direction)
The Rudeboy Collective | Monde Gumede
Shekhinah ‘FIXATE’ (Music Film)
IDIDTHAT Guest Judge: Thibedi Meso, ECD & Partner at Brave Group
February 2021

Thibedi’s comment: ‘Like the song title, this film had me fixated throughout. Monde exploits the surrealness of emotions like hurt, loneliness and regret in a way that still leaves you smiling. His transitions are slick. The camera movement is simple yet engaging and at some point it even feels like the camera is inviting its subject to dance with it. The two-in-one music video combo can often go so wrong, but nothing feels out of place in this film.’

BEST IN CRAFT (Direction)
The Rudeboy Collective | Mpho Twala
Mr Dowells ‘True Moments’
IDIDTHAT Guest Judge: Lebogang Rasethaba, director at Egg Films/Arcade
November 2020

Lebogang’s comment: “This advert is so wholesome and I feel like only a person who believes in the project of humanity could have made it like this. Boy, it feels so good to see wholesome advertising. I felt young again, optimistic and now I wanna go to a bar (with good Covid protocols) and have a drink (yes, I will even drink that drink from the advert) and see my friends.”

The Rudeboy Collective | Mpho Twala & Monde Gumede
IDIDTHAT Guest Judge: Louis Enslin, Owner and Engineer at Produce Sound
August 2020

Louis’ comment: “It’ss well put together, well crafted, good story”

Awarded by Jake Bester

Awarded by Greg Gray

South African Tourism ‘Life & Soul’
The Rudeboy Collective | Monde Gumede
April 2020

Judge’s Comment: “I’m sure most people who follow IDIDTHAT will agree, that often with movies and tv, it’s hard to fully engage without some kind of opinion based on what we’ve learned in the production process.  So, maybe it was the timing, but when I first watched this piece of film, just before lockdown, I somehow viewed it as just a person watching an ad. Not somebody who made ads or had anything to do with ads. Just somebody watching one, and it’s been a long time since that happened. So like I said, it was probably the timing that put me in this mindset, but a nostalgic treatment, even though showing current times, made me appreciate all the things we have right now. Tonally, it made me feel positive going into lockdown and that everything was going to be all right. And the positivity in the performances took the edge off the fear and created a great sense of anticipation for what will be waiting for us, a reward on the other side. It was exactly what I needed to see and I think it made me feel exactly what was intended. Which is exactly what a beautifully crafted piece of film is meant to do. No matter how old or young, we are all experiencing things for the first time right now, so everything becomes a very personal account based on what we are feeling. Maybe in a different time I would have viewed the work differently, but a beautiful piece of craft is meant to make you feel something, and this made me feel something lovely right now. I’m sure it affected lots of other people the same way too. Well done.”
– IDIDTHAT Guest Judge: Jake Bester, Creative Partner / Executive Creative Director at M&C Saatchi Abel 

Judge’s Comment: “During this unusual time of lockdown, the parameters of producing work have completely changed, and this, in turn, will impact on how work is crafted. It will compromise most projects’ full potential. I would like to propose a temporary category that showcases work that’s done against all odds and recognises the ability of the production industry to still produce creative, effective advertising content, albeit with constrained crafting. To jumpstart this current “Lockdown Category” I feel that Robin Goode’s “Miss” and Monde Gumede’s “Life and Soul” have both managed to deliver engaging and meaningful messages to the nation under these trying circumstances. They are engaging, thought-provoking and most importantly, optimistic.”
– IDIDTHAT Guest Judge: Greg Gray, Director at Romance Films 

Featured Work

IDIDTHAT Featured Stories 

The Rudeboy Collective welcomes Partner Aadil Dhalech

November 10th, 2022|Comments Off on The Rudeboy Collective welcomes Partner Aadil Dhalech

The Rudeboy Collective is making it clear that they are not here to play. Having recently signed two dynamic new directors to their roster, Robin Adams and Batandwa Alperstein, Partners Sabelo Mahlangu and Mpho Twala now announce their latest, and boldest, move. Focused on elevating the company’s creative output and craft, while grabbing every opportunity to put their stamp on the industry, Aadil Dhalech joins as Partner and Director.

The Rudeboy Collective adds new energy with Batandwa Alperstein

October 4th, 2022|Comments Off on The Rudeboy Collective adds new energy with Batandwa Alperstein

Sharing an ethos of working with honesty and integrity to produce creative excellence, The Rudeboy Collective welcomes director Batandwa Alperstein to the roster. With their powers combined, Batandwa and Rudeboy plan to build on his heart-centered approach to making advertising.

Rudeboy’s Hallie Haller makes documentary cinematic for Darling Twists

June 23rd, 2022|Comments Off on Rudeboy’s Hallie Haller makes documentary cinematic for Darling Twists

It’s been just under a year since director Hallie Haller joined The Rudeboy Collective. Her strength as a storyteller and an energetic collaborator has seen her hit the ground running, not only directing big brand campaigns and TVC’s but also promoting her short film at festivals around the world. Hallie chats about her latest beauty ad that’s not a beauty ad, and how being a human in advertising has paid off.

Director Mpho Twala, a decade of African storytelling and a brutally honest short film ‘Worth’

October 13th, 2021|Comments Off on Director Mpho Twala, a decade of African storytelling and a brutally honest short film ‘Worth’

With the release of The Rudeboy Collective’s Co-founder and Director's trailer for his short film ‘Worth’, we look at what has contributed to Mpho Twala's rich directing career and what lies ahead. Ten years spent flexing his advertising skills but also the values that he stands for and he’s not stopping now.