Adam Thal brings SA stories to global screens

When filmmaker and producer Adam Thal walked to the lectern to accept his Art, Sport, Science, and Culture Award at the Investec Jewish Achiever Awards on 2 November, he looked almost startled. “Imposter syndrome,” he admitted, smiling. Thal expressed gratitude for the award, saying that being recognised by his own community was the highest acknowledgement. 

Then he told a story that belongs to every creative in this country who has ever wondered if they should pack for somewhere else. People often ask why he stays, he said. His answer on Sunday night was simple. “This country is brimming with stories to tell. The world wants South African stories.” 

In his tribute video, Thal, the chief executive and founder of The Star Film Company, recalled his company’s humble beginnings. He and his late business partner, Ryan Poole, started the company straight after graduating from film school with whichever projects they could get. Today, The Star Film Company works on multimillion rand commercials and film productions. 

“A passion of mine has always been long form,” Thal said. “It’s always been about storytelling and filmmaking.” He went on to recount working on the film The Last Ranger, which was an official nominee at the Academy Awards, which took place in March. Though it didn’t win in its category, everyone who worked on the film has the honour of it being rated one of the five best live action short films of the year. 

The video included photographs of Thal on the red carpet, proudly wearing a yellow-ribbon pin on his suit jacket, and being in the same room as Quentin Tarantino and Adam Sandler. “I got to experience the ultimate in our industry that everyone dreams of being a part of,” he said. 

However, his success doesn’t stop there. The Star Film Company’s film, The Heart Is a Muscle, won the Prize of the Ecumenical Jury at the Berlin International Film Festival and Best Feature Film at Die Silwerskermfees. It’s in the nomination race for Best Foreign Film at next year’s Academy Awards. 

The company has also worked with Netflix, which licensed its television series, Go, which it was able to make without any financial input from the government or any other organisation. This allowed for an amazing level of creative freedom, as it wasn’t bound to anyone’s prescriptions. 

“We have the most talented actors, and the most amazing crews in the world,” Thal said, and you could hear the recognition in the room from directors, cinematographers, and sound technicians who have spent years building an industry often held together by willpower and WhatsApp. 

What made his speech so compelling was how frankly he set aside the gloss. “This award is different,” he said. “It’s me, the filmmaker, not a particular piece of work.” He has stood on red carpets and inside edit suites at 03:00. He knows the highs and lows of the industry, and has used his grit and determination to come out on top. 

Thal also reached back to the classroom with a sentence that used to live rent-free in his head. A high school English teacher told him that he would never amount to anything in the creative industry. On Sunday, he became the gentlest rebuttal to every young person who has been handed a small vision of themselves. Thal closed with gratitude, and a promise to keep building locally while reaching globally.