Along with the team from VMLY&R Johannesburg, Egg Films director, Kyle Lewis, has created a new fashion film that puts fashion and art in a new sphere. Deeply rooted in creativity and self-expression, the 90" film celebrates what every South African feels for the country, and how the country in turn inspires them and makes them feel.
"South Africa is about a feeling, and it's in our hearts. With this film, I wanted to create a showcase of that emotion, and how we experience it and express it," Lewis explained.
The film is enigmatic, constantly morphing from one thing to the next in the utmost considered way, with the continuous on-the-move camera work capturing the feeling of walking through an art gallery.
Careful attention can be seen in every frame. From the cast to the dancers, their performances and attitudes exude South African expressionism. Francois Ferreira's highly styled garments are, too, on point in every scene.
The film was shot in Johannesburg over two days with cinematographer Fabian Vettiger and his team bringing Lewis' vision to life. Editor Jade de Jager from Post Modern married the visuals and the track perfectly while the art direction by Gerhard van Zyl and his phenomenal team was truly beautiful.
The music track is 'Qhawe' from South African musician, Toya Delazy. Meaning 'keep strong, Warrior', Qhawe couldn't be a more perfect accompaniment for the visuals. The juxtaposition of high art and the grit of the track's heady basslines and powerful, quickfire vocals gives us a truly fresh South African feel.
"This track is a rallying call to my fellow humans to be your own warrior; brace yourself and hold your ground, because that's what changed my course. By rapping in my native tongue - Zulu - I'm practicing what I preach by being myself and not conforming to current musical norms."
Lewis, too, was similarly inspired: "I wanted to show how important it is, even under harsh restrictions and global uncertainty, to create and be creative," he said.