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WHERE WERE YOU TEN YEARS AGO? We were building the company on local retail work and only started moving into service work from 2003.
HOW HAVE THINGS CHANGED IN THE LAST DECADE? Ten years ago, we passed on a R26 million commercial with 500 horses that was the biggest commercial ever done in South Africa at the time. We're blatantly honest, so we told the client we couldn't do the job. Based on that honesty, he appointed us as his local representative and we helped them decide which company got the job. We've built up the company significantly since then and opened a branch in Dubai.
BIGGEST LEARNING CURVE? Teamwork within the framework of debate always wins.
BIGGEST IMPROVEMENT? Since Craig and Murray joined in 2001, we've kept basically the same team for a decade, so there's a lot of experience and the confidence that comes with it. Email has made it incredibly easy to contact anybody, anywhere on the planet, whereas historically you would have to phone illusive agency producers and set up hard-to-get appointments.
HIGHTLIGHT? A Sipchem job Jorge Rubia directed. That was technically as difficult as any commercial could ever be, but each and every member found their strength and just gelled. Straight after that, we did Nokia Walk of Life with Hadi, which won awards across the world, and we moved from a good reel to a great reel.
TEN YEAR GOAL? We're shooting our first feature film this year and also working on a big studio family film set in The Okavango Delta. We're also grooming young talent; we need people with fresh idea, who challenge you over things they shouldn't. We started as friends, we're still friends, and we'd like to stay friends.