As a junior, I remember spending ages debating with my ECD over 3% more yellow in the layout. Things really have changed since then. With budgets getting tighter and deadlines shorter, it feels like craft isn’t at the top of the priority list anymore. So I really enjoyed judging this month’s craft entries. But craft isn’t just attention to detail, it’s also originality. Many of the spots felt familiar, the ones that stood out approached the brief in an unexpected way.Special mentions for the month also went to:An Art Nouveau commercial, with a beautiful and clever treatment. We’re bombarded with so much that it takes a lot to hold the viewers’ attention and not skip a commercial. This piece succeeds, and it’s partly because it doesn’t feel like an ad. You can see the love that went into it, proof that you don’t need big budgets to make great work, you need passion. I’m off to buy some earrings and start smoking.
To view all the winners and entries visit iDidThtEditorial.com.
Every month iDidTht.com teams up with a top local creative director to award the best in film craft by leading production companies in South Africa. Find out how you can enter your work: bit.ly/2xRORKE
