WISH I DID THAT
September, October, November & December 2025
We all know that feeling. A piece of work drops and your stomach sinks a little because… damn, you wish you’d did that. The idea, the craft, whatever it is, it gets under your skin in the best possible way. So instead of pretending creatives don’t get wildly jealous of good work, we decided to celebrate it. We asked some of South Africa’s top talent to look at the work released between September and December 2025 and pick the pieces they genuinely wish they’d done themselves.
IDIDTHAT GUEST JUDGES
Thanks to our judges, Lauren Meyer, Markus Wormstorm, Mike Sharman, Neema Nouse and Thembalethu Msibi.
IDIDTHAT JUDGE
LAUREN
MEYER
CREATIVE DIRECTOR
TBWA HUNT LASCARIS
SOUTH AFRICA
3
IDIDTHAT JUDGE
MARKUS
WORMSTORM
COMPOSER, MUSIC SUPERVISOR & FOUNDER OF BIBLO.TV
SOUTH AFRICA
2
IDIDTHAT JUDGE
MIKE
SHARMAN
FOUNDER & CCO
RETROVIRAL
SOUTH AFRICA
1
IDIDTHAT JUDGE
NEEMA
NOUSE
CREATIVE DIRECTOR
THE ODD NUMBER
SOUTH AFRICA
1
IDIDTHAT JUDGE
THEMBALETHU
MSIBI
CO-FOUNDER & CHIEF CREATIVE PARTNER
BLACKSWAN
SOUTH AFRICA
3
LAUREN MEYER’S PICKS
WISH I DID THAT
Judge’s Pick – Lauren Meyer
JUDGES COMMENT
“A strong cultural insight, superbly told in film. The dual-life technique, cinematography, edit, casting, wardrobe, set design, music, everything is film craft chef’s kiss. It made me feel something in the way a cool music video would. I watched it multiple times, picking up some new, delicious little detail on each watch. This film is an aesthetic delight – thank you and fire emojis all round.”
AWARDED
28 May 2026
WISH I DID THAT
Judge’s Pick – Lauren Meyer
JUDGES COMMENT
“I love a simple but impactful idea, especially when it’s a live stunt. An idea like this has no production-heavy gloss to hide behind – it’s front and centre, in its purest, most honest form – and it speaks for itself.
I’ve always admired the #NoExcuse platform. I would’ve loved to be a fly on the wall in that first client presentation – convincing a beer brand to not just own the uncomfortable role alcohol plays in GBV, but to actively speak out about it and put money behind it. Most brands in this position would never. Shout out to the team for continuing this very important conversation, year after year.”
AWARDED
28 May 2026
WISH I DID THAT
Judge’s Pick – Lauren Meyer
JUDGES COMMENT
“Yoh, a massive amount of work went into this piece (well, pieces – many of them). I can feel the labour of love at every turn. And the mind boggles at the scale of collaboration and coordination to pull this off. It’s cool to see the humble, uniquely South African wire car elevated onto a global stage and given this kind of prestige. One can imagine the pride this work has instilled in that community – it certainly warms my heart.”
AWARDED
28 May 2026
MARKUS WORMSTORM’S PICKS
WISH I DID THAT
Judge’s Pick – Markus Wormstorm
JUDGES COMMENT
“I mean DAMN! How cool? Right?!? Wtf. It’s so cool. Technically tight and the design and aesthetic is killer! Oh and I’ve used that same sample in some of my live performances.”
AWARDED
28 May 2026
WISH I DID THAT
Judge’s Pick – Markus Wormstorm
JUDGES COMMENT
“I love how the story of a brand so deeply woven into South African culture is told in a way that feels authentically South African. The craft, the characters, the authenticity is just lovely.”
AWARDED
28 May 2026
MIKE SHARMAN’S PICKS
WISH I DID THAT
Judge’s Pick – Mike Sharman
JUDGES COMMENT
“I love the wire car story. As someone obsessed with doccie style content and a lover of real / raw performance, you can see Al King’s love for the town shine through. Ward has done a sensational directing job here and the idea has been fully flexed to the max with the integration of the mobile gamification of the digital component. 10/10. No notes, Accenture Song.”
AWARDED
28 May 2026
NEEMA NOUSE’S PICKS
WISH I DID THAT
Judge’s Pick – Neema Nouse
JUDGES COMMENT
“The idea doesn’t end when the film does. From building a world the kids believe already exists, to turning that belief into infrastructure. A game, a platform, a foundation. It keeps giving.”
AWARDED
28 May 2026
THEMBALETHU MSIBI’S PICKS
WISH I DID THAT
Judge’s Pick – Thembalethu Msibi
JUDGES COMMENT
“Visually joyful piece that elevates the brand into a new era. Trusts it’s audience to understand the insight and idea without overcompensating for those who don’t.”
AWARDED
28 May 2026
WISH I DID THAT
Judge’s Pick – Thembalethu Msibi
JUDGES COMMENT
“Powerful addition to the existing core organising idea that still manages to be empathetic, smart and purposeful.”
AWARDED
28 May 2026
WISH I DID THAT
Judge’s Pick – Thembalethu Msibi
JUDGES COMMENT
“Gorgeous illustrations. An honour to the “hand-made”, and we could all use a bit of that in our craft.”
AWARDED
28 May 2026