Picture Tree’s Fausto Becatti is the director behind Spoek Mathambo’s brand new video for Diesel+EDUN’s Studio Africa project.
Titled “Awufuni” – or “You Should Have Called (My Heart)” – the clip is a colour-saturated, high-energy tribute to modern women that also exposes the vibrancy, creativity, and rich culture of South Africa.
“I wanted to celebrate exciting modern women – the strength of it, the fun of it, the flavor of it,” Spoek says of the track.
Featured on the musician, rapper and producer’s recent mixtape, Escape from ‘85, “Awufuni” is Mathambo’s take on the song of the same name by an old school South African girl group from the 60s, Izintombi Zesi Manje Manje (“Women of the now”).
“A group of five girls form a futuristic gang, in a surreal way,” says Becatti of the core creative concept of the video.
“There’s a main storyline where Spoek is on a date with this girl and she leads him into this scrapyard. He eventually tries to escape but she chases him and the girls then tie him up and perform this ritualistic dance around him.”
Creating “Awufuni” was a multinational effort that was spearheaded by VICE Magazine on behalf of Diesel+EDUN. Edun, a clothing label founded by Bono’s wife, Ali Hewson, has worked with Diesel on a two-season clothing collection with the most recent one being a 35-piece denim focused collection entirely manufactured in Africa with CCI cotton from Uganda. Spoek uses local talent and backdrops as much as possible, which is why we really should get behind as an artist from SA.
Check out the video below: