International supermodel Alton Mason has just released visuals for social impact campaign “Rise In Light”. Directed and co-written by Nigerian-American film maker Amarachi Nwosu the short film has caught the attention of the public. Filmed by Persian-Canadian visual artist and cinematographer Soofi Shaheen (better known as Soof Light), the film features Alton in the heart of Africa in Lagos, Nigeria featuring his debut single “Gimme, Gimme”.
We see Alton express himself through dance, accompanied by Nigeria’s youth and lion cub Kovu. These elements of the film are used to express Alton’s reverence through reflection and understanding, drawing immense attention to his connection to people, water and land. The film references overcoming fear through “rising in the light”. Alton reconnecting to the Motherland uses this as a vessel to overcome fears and walk in his purpose.
The social impact campaign is a collaborative project with Alton Mason and Melanin Unscripted, an international media platform creative agency, aimed to connect for a common goal: to invest in the next generation of youth in Nigeria, the light bearers of the future. This #RiseInLight social impact campaign signifies a collective effort to embrace the light present within each of us.
Amarachi Nwosu shared:
“The main goal of the film was to show the concept of love, light and understanding. It’s a really dark and uncertain time in the world and we wanted to use our creativity to not only show a film representing reconnection to people, land, water and nature, but also make a difference in the lives of the communities we present. While many artists often come to Africa and use the aesthetics of the space, we wanted to be more considerate and use this film as a catalyst to actually help people on ground and make an impact. Rise in light is an opportunity for us to shed light on communities that often get overlooked but also the opportunity for us to tune in to the light we all have in ourselves. While we are going through a dark time, we can dig deep at our core and share abundance with others.”
Following the campaigns debut this weekend with a premier on Vogue Magazine & Dazed Digital, $10,000 USD goal was surpassed, all of which will go toward sending relief supplies to over 300 families in Lagos, Nigeria’s most vulnerable communities who have been affected by COVID-19
This crowdfunding initiative will go entirely to support the Khan Foundation, a well-established Lagos- based non-profit, contributing to their ongoing effort of securing food and basic necessities for households facing loss of income and school closures. These contributions will lend a hand to parents and assist their children as they work together to maintain a healthy environment under quarantine. The mere privilege of the practice of quarantine is often overlooked despite its extreme additional challenges in underprivileged communities. “Rise In Light” is a message for us all, and aims to inspire hope for a better future, and faith in our ability to build that future together.
Directed by: @amaraworldwide & @sooflight
Filmed in: @sooflight
Written by: @altonmason & @amaraworldwide
Produced by: @nnennaanyaugo & @ugomozie
Production Company: @melaninunscripted
Executive Producer: @altonmason
About Alton Mason
Alton Mason is a 23-year-old supermodel, dancer, and emerging singer-songwriter. Mason made his fashion debut in 2016 when he was scouted for Kanye West’s Yeezy Season 3 show. The following year he was casted to walk for Gucci in Milan Fashion Week, and his show-stopping performance put him on a path toward overnight celebrity and international recognition.
About Melanin Unscripted
“Melanin Unscripted is a global team operating in Washington D.C., New York, London, Lagos, Accra and Tokyo; we specialise in brand strategy and consultation, publicity and creative communications, niche and cross-cultural marketing. We shape the narrative for publications to create content, connect brands with strong influencers, and open doors for brands to connect with consumers directly through multimedia storytelling and curated community initiatives.” To learn more about MU, click here.