Money/Calling is set in a mysterious, moody, cold world of high fashion, rituals, and a council of elders, with high-fashion pieces from over 20 South African designers, including the likes of Black Coffee, Chulaap, David Tlale, Kiara Gounder, Kisua, Kumkani, and Thebe Magugu.
“For the first time authenticity doesn’t feel like a dream; it feels like something we were able to achieve just by the sheer scale of collaboration,” says Lebo, whose Sons of Kemet music video for In The Castle Of My Skin screened at TEDGlobal in 2017.
Nakai and Casino both recently shared the stage with Chance the Rapper at the #CastleLiteUnlocks concert. Nakai was nominated for Best Music Video at this month’s South African Music Awards (SAMAs), while Casino won Best Remix at last year’s South African Hip Hop Awards for Whole Thing with Riky Rick.
Rory O’Grady shot the ad, which was edited by William Kalmer at Post Modern and finished at BlackGinger. Gabrielle de Gersigny and Candice Lee Waldman oversaw the wardrobe, while Chris Bass was the production designer.