Best of Reel for Direction Craft awarded to Vodacom ‘This Is Your Time’ by Dan Mace at Egg Films.
The SA Film Reel awards the very best in craft by production companies in South Africa. This month we asked Brendan Hoffmann, Group Creative Director at Publicis Machine, to select his standouts. Congratulations to all the winners.
BEST OF REEL
BEST OF REEL: Vodacom ‘This Is Your Time’
Egg Films | Dan Mace (Direction Craft)
SPECIAL MENTION: CANSA Testi-Monials ‘Back To Normal’
Bioscope Films | Hylton Tannenbaum (Direction Craft)
BEST OF REEL: Vodacom ‘This is your time’ by Dan Mace at Egg Films – Direction Craft
There are some ads that simply ‘work’ on paper and then there are some that live or die based on how well the director brings them to life. This spot for Vodacom is the later. We’ve seen and heard this message before, big corporate claiming to be one with the people, claiming their product will save the day. Sure…
Except this time I believe it.
I believe it because there is real honesty in the story and the way it is told. It feels less like an ad and more like a short journey side-by-side with this young South African. The spot is beautifully put together, it has energy, it has rage, it has hope and it even manages to slip in a laugh. The performances are authentic and it beautifully captures the texture and feeling of South African city life. There is a looseness to the shots and yet it is cut very precisely, using a myriad of clever film tricks and techniques that somehow never overpower the flow of the ad. Well done to Dan Mace and all involved, a piece to be really proud of!
SPECIAL MENTION: Telkom ‘Fridge’ by Anton Visser at Patriot – Direction Craft
It seems like it’s been a while since I watched a funny SA ad. And this one is a goodie. The casting is great, the funny moments land, there’s a perfect amount of weirdness and the tie up at the end is rather smart. I enjoyed watching this and I’m sure the rest of the country will too.
SPECIAL MENTION: Cansa Testi-Monials ‘Back To Normal’ by Hylton Tannenbaum at Bioscope Films – Direction Craft
The balls are back. The follow-up to the highly successful Test-Monials campaign. What the new spot lacks in shock factor (we’re all totally used to watching talking testicles by now) it makes up for with some entertainingly dry dialogue and a strong message. I enjoyed the attention to detail that Darryl’s Right Testicle has grown a bit of a goatee since last time.
SPECIAL MENTION: Bobtail ‘Journey’ by Jason Fialkov at Egg Films – Direction Craft
This spot for Bobtail, which explores the relationship between a man and his dog, has some pretty great shots in it. Filmed on location in the Transkei over a good few days, the camera work is incredible and the sound and grade finish it off nicely. Very subtle in its storytelling, I had to watch it a few times to make sure I wasn’t missing anything.
iDidTht Guest Judge: Brendan Hoffmann, Group Creative Director at Publicis Machine
Over the last 13 years Brendan has worked at some great agencies in both Johannesburg and Cape Town – Joe Public, DDB, Lowe, FoxP2 to name them all. He now heads up the Cape Town studio at Publicis Machine where he’s been for the last 3 years. Over his career he’s been lucky enough to work on some great brands and to make some cool work that has won some big awards. When he’s not working he can be found running the many trails in and around Cape Town or running after his 3 kids.
0307 Films | Kim Geldenhuys
Siemens ‘A Day In The Life’
Howard Audio | Adam Howard
South African Tourism ‘African Travel Indaba’
(Original Music Composition)
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