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.
DIRECTOR: LEBOGANG RASETHABA
Egg Films’ Lebogang Rasethaba directed Money/Calling, a new music video featuring Nadia Nakai, Frank Casino and music producer Dellz. 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.
Lebo grew up in South Africa, spent five years in China completing his master’s in film studies, and returned to his mother continent with a remarkable skill set and a handy fluency in Mandarin. Since then, Lebo has made his mark on the advertising world, winning Creative Circle Ad of the Year, working with a spread of international brands, and featuring regularly on sites like Highsnobiety, i-D, Nowness and Vice.
His Sons of Kemet music video was screened at TED Global in 2017, while Lebogang has also completed four feature-length documentaries, The People Vs Patriarchy, The People Vs The Rainbow Nation, Future Sound of Mzansi, and Prisoner 46764: The Untold Legacy of Andrew Mlangeni. Lebo’s documentary work brings him closer to people’s lived experiences and adds a sense of realism to his commercials. “There is this intensely creative, unapologetically young and curious energy in South Africa that I sense and subscribe to; it’s really infectious and I point my camera in that direction.”
For more of his work visit
The top-ranked production company at the 2017 Loerie Awards, Egg Films represents directors Brent Harris, Dani Hynes, Kyle Lewis, Lebogang Rasethaba, Slim, Sunu and Zwelethu Radebe. We do TV ads, music videos, short films and other things too. For more information, visit: