PHFAT and Mac Motel have teamed up with Cape Town director Rob Smith to launch their latest track, the nostalgic love jam Keep You Safe. The mellow music and quirky styling of the video counter PHFAT’s usual dark presence and sound, but the video’s ambiguities will run amok in viewers’ minds.
“It’s kind of an ode to all my high school crushes, you know? Like an ode to making mixtapes, and buying two tickets to a dance, and playing out whole lifetimes in your head while you daydream in maths class,” says the rapper. “There’s also an elusiveness to that high school crush and a loss of naivety that happens as a person works through it and grows up. I wanted to capture all of that.”
Director Rob Smith kick-started his career directing Stereo Kids for The Plastics in 2012. More recently he took a three-year hiatus from music videos to establish himself as one of South Africa’s top advertising directors, winning 25 awards around the world. When he heard that PHFAT was sitting on fresh content, he jumped at the opportunity to return to his roots and indulge his quirkier side - an opportunity only a phone call away thanks to being the rapper’s high school cohort.