South Africa, Aug. 7 -- That, says The Up & Up Group's chief creative officer (CCO), Neo Mashigo, who judged the film awards this year at Cannes, is what separates Bronze, Silver and Gold at Cannes.

He shared his judging experience at the recent Creative Circle Full Circle events in Johannesburg and Cape Town. Danette Breitenbach caught up with him after the event.

"Film was a lot of work - you watch many films - but it reveals the difference between winning work and work that does not make it."

Winning work assumes the basics are in place. Then it is about elements, such as the music or sound, the casting, what new has been brought into the storytelling, and the cinematography.

He explains that winning work has an obvious story, but ...