Year one done, Fam Films share insights on their people-first approach
“We got into this thing because we love it, and we love doing it well. If we’re not making great work, or having a great time on the quest for great work together, then we don’t want it at, Fam.” – Mpho Twala. That was the idea. And in just under a year that idea has very fast become a reality. Fam Films credits the “Fam” for that. Founders Aadil Dhalech and Mpho Twala have led Fam Films to be a known force in film production and advertising – releasing 9 big brand campaigns in just under a year. The new kids on the block have been working pretty much nonstop, between Jozi, CT and Nairobi in the last year alone.
Who else is at the Fam table? All-systems-go producer Jess Schipper. Visual director Hallie Haller. Director and Head of Research Gcobisa Yako, who is deeply embedded in SA youth culture. And newly-signed darling of the internet and advertising world, director Fhathuwani Mukheli.
In this interview, Aadil and Mpho talk about what makes Fam unique, the highs of their first year, their growing team, and why creative talent is just the beginning of what they hope to bring to the industry. Good things happening to good people, and we love it.
The Fam
Q: How would you both describe this past year in just ONE word?
Mpho: F****** great! If you say it really fast it becomes one word.
Aadil: Yeah, it’s been really “fun”.
Q: Fam Films has made quite an impact, with nine projects in your first year alone. What’s been your approach to production and what sets Fam apart?
Mpho: We built Fam Films around what we call our “fam ethics.” For us, production is about balancing hard work with love, kindness, and respect. It’s about making sure that each person on set feels valued and like they’re a part of something bigger than just the job. When you work with Fam, we want you to feel like you’re building connections that last beyond the project.
Aadil: Exactly. When we came up with the name “Fam,” it wasn’t just about sounding friendly, it was our way of saying it takes a family to make a film. We treat everyone like family, and that’s what we believe brings out the best in people. Also, I’m an ex-agency creative and I’ll never forget the excitement of getting to set, it was the best part of the job for me. But somewhere along the way everything became so serious and hectic. That’s why when Mpho and I started talking about Fam, injecting fun back into the whole process was super important for us. We’re not saving lives, we’re ramping cars off mountains and making grown people pretend they’re riding unicorns, it’s fucking fun man.
Q: You’re also not just a small mom and pop shop anymore, your team has quickly grown.
Mpho: Correct. We are now a tightly-knit team of SIX, with each member bringing a talent that strengthens our collaborative spirit. Gcobisa Yako is our Head of Research and Creative, whose well on her way to being a formidable director. Producer Jess Schipper drives our team on most projects. Director Hallie Haller has been doing such great work this year and I can’t wait to see her soar.
Aadil: Yeah, I mean there are the heads of this here Fam, Mpho and I, but we all know that Gcobisa is the real boss. Wait, that’s five right. Drum roll… we’ve also just welcomed Fhatuwani Mukheli to the Fam. Y’all know him as a photographer and fine artist, but filmmaking and storytelling has a been at the core. This group of humans around me, blows my mind sometimes.
IDIDTHAT: What a team! And congratuslations on the new talent on the roster, Fhatuwani Mukheli, we are huge fans!
Q: Your Loeries party became a legend overnight. What was that like?
Mpho: The Loeries party was supposed to be small and intimate, but we ended up a hundred people over capacity, and people were sneaking in! We had this crazy mix of creatives, directors, crew members, surprise DJs, and friends, all celebrating together. I think it really showed the kind of community we’re building at Fam.
Aadil: It was a goddam mess! in the best way possible. It was the perfect reflection of what we’re about: we’re in this together, not in competition. As directors and production houses, we’re so isolated, always pitching against each other, never connecting. We wanted the party to be something everyone could come to, to drink, laugh, bitch and moan, and laugh some more, together.
Epic Loeries party 2024
Q: The industry seems to really respond to Fam’s way of doing things. What’s some of the best
feedback you’ve received?
Mpho: We’ve had crew members from every department, grips, gaffers, even security, tell us that working on a Fam set has been the best production experience they’ve ever had. That means the world to us.
Aadil: We want everyone on set to feel like they’re contributing to the project in a meaningful way because they are. I’m not shit without each one of them, just a nerd with some funny ideas.
Q: Mpho, what would you say makes Aadil a great director?
Mpho: His hair. But really, you know, Aadil has the ability to crack a brief like no one else. He get’s this idea from seemingly nowhere, and is then able to articulate in a way that not only answers the client’s and agency’s needs, but is crazy creative. He’s also got this ability to ensure that everyone involved understands his vision, and moves towards with such ease that they all think it’s their idea. And while his projects tackle big ideas, he’s able to infuse each story with a light-hearted edge, a bit of comedy, making his work both impactful and refreshingly human.
Aadil: Shucks Mpho… you make me sound so much smarter than I am. It’s human connection, right?
That’s what makes the work better. I’ve always had good ideas, but it’s understanding the importance of human connection that makes those ideas come alive.
Q: And Aadil, what makes Mpho a great partner and executive producer?
Aadil: Mpho has empathy like no one else. He takes time to know everyone, remembers every name and connects with everyone on set. His ability to make everyone feel valued is rare, and it’s part of what makes Fam a family. He’s also a great fucking director! This makes him the best EP a man-boy could ever ask for. Man’s got ideas! He sometimes gives me advice or ideas about a performance or a camera move that are better than my own, which I can then claim as my own. 🙂 It’s very nice.
Q: What have been the personal highlights of this first year?
Mpho: I think my kids hit the nail on the head, they told me they haven’t seen me this happy in years. To know we’re doing things the way we believe in, with people who believe in us, has been incredibly rewarding.
Aadil: For me, running a production company the way we are, and working with someone I love is everything. I’m finally doing the thing I dreamed of as a kid, making the kind of work I’m passionate about, and having the freedom to play and have fun with people I admire and love, is a big time highlight.
Directed by Aadil Dhalech
Directed by Aadil Dhalech
Directed by Hallie Haller
Directed by Aadil Dhalech
Directed by Hallie Haller
Directed by Aadil Dhalech
Q: It’s clear that talent runs deep at Fam, but you two always seem to highlight the people more than the craft. Why is that?
Mpho: Talent gets you through the door, but it’s how you treat people that keeps them coming back. We’d rather talk about the community we’re building than keep reminding people about our skills. When you treat people well, they naturally bring their best selves to the table.
Aadil: Absolutely. We really believe that we’re nothing without the people around us. When people feel respected and valued, it shows in the work.
Wanna (s)talk some more? Fam Films Company Website.
Produced by the IDIDTHAT Content Studio – Credits: Anne Hirsch (Writer) / Julie Maunder
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