Arcade Content's Kyle Lewis directed No Secrets, the intimate first music video for Pure, the re-invention of Purity Zinhle Mkhize.
"I wanted to create a raw, honest piece that promotes positive body image," says the SAMA-winning music video director, who is up for a Metro FM Award this weekend for his music video for Jump, Anatii's collaboration with Cassper Nyovest and Nasty C.
"No make up. No wardrobe. Just a beautiful tapestry of human bodies, of people who share their truths and their vulnerable side, who defy the norms and break the mold. No secrets. No fear."
Purity is best known as the vocalist for punk bands Fruits and Veggies and The Pranks. While No Secrets lives up to the hype of the 12-page Rolling Stone spread that kick-started her career, it's a marked change of pace, showcasing her softer side.
"Now, all at once, I'm starting to make peace with self, and it's been good," she says in the voice-over that starts the video, where she speaks about her new roles as a solo artist and mother.
"This video embodies everything I believe in and stand for as a woman, as an artist and as an ever-growing entity," says Purity. "It's a celebration of what true beauty is."
Fabian Vettiger shot the music video, which was styled by Kaley Meyer and edited by Stephen du Plessis at 2+3 Post Productions.
See more of Kyle's music videos and brand films at https://arcadecontent.tv/south-african-director/kyle-lewis/.
About Arcade Content
Representing directors Kyle Lewis and Lebogang Rasethaba, Arcade Content is a multi-award-winning division of Egg Films that produces content that falls outside the realm of traditional TV commercials. This includes brand films, web series, music videos, documentaries and more. For more information, visit https://arcadecontent.tv/.