Advertising and production publication IDIDTHAT.co plays a pivotal role in connecting the world of adverting to the South African audience. In an effort to spotlight the vast and often undervalued talent of key players in the adverting and production industry that happen to be woman and non-binary (NB) persons, the publication released a short list of woman and non-binary film directors to look out for in a series entitled SHEDIDTHAT. As it is no secret: the production industry is prominently male dominated and there is a shared understanding that a lack of female perspective creates warped and derogatory stereotypes of woman and queer folk, especially non-gender conforming persons, which fundamentally is a huge problem. To see woman and NB people being celebrated the steep into a a transformation within industry that will smash the systems of sexism and discrimination into a smouldering peril. Follow the SHEDIDTHAT list in a celebration these woman directors that are paving a way for female/NB representation in South African film and television.
Nadezna Radcore
Director at Johannesburg based Full Service Production Company Cake, and according to IDIDTHAT, Nadezna Radcore has a ‘punk heart and is a diehard idealist’. With an extensive tertiary education experience which resulted in her obtaining a couple of degrees in Film, Philosophy, Metaphysics and Psychology, Nadezna Radcore truly understands the complex systems of the business of Film and Production. Radcore has an extensive catologue of stellar TVCs and campaigns ranging from local to international work working with brands such as Coca- Cola, McDonald’s, iStoreSA and Volkswagen.
iStoreSA.
Mcdonalds.
South African Tourism North America.
Kyla Philander
A Director at Cape Town – Johannesburg based Bioscope Films, Kyla’s forte is filmmaker directing content, commercials and documentaries. With a passion and commitment to telling compelling stories, Kayla unveils narratives that the world has yet to see or hear. Kyla’s focus on representation within media and their eye informs a body of work that is incredibly valuable. Kayla has created viscerally engaging work for VW, Google Station, Sanlam, Ackermans and Places of Change.
Volkswagen.
Google Station.
Faces of Change.
Sam Sterling-Court
A multi-talented director represented by The Star Film Company Sam Sterling- Court is a woman who has a strong sense of planning, with the belief that, “much of the success of the work lies in how well one prepares.” Her passion for research and well crafted commercials proses her to create exceptionally detailed commercials. Sam’s portfolio is an archive of work with some of the biggest corporate companies in South Africa. You’ll find her name in the credits of Lexus and Metropolitan TVCs.
Metropolitan.
Lexus Spekboom.
BOB MARTIN ‘Superfoods’.
