The latest campaign from Spotify Africa is a stirring new anthem film titled Khuphuka Nathi, directed by Sam Coleman and produced by Patriot Films through agency Publicis Machine. Coleman, who is repped in the U.S. by RSA Films, brings a deeply human touch to a story rooted in Zulu culture, identity and the power of music to connect generations.
Khuphuka Nathi, currently airing on linear TV across South Africa and available to stream online, traces a young boy’s emotional journey from the city streets of Durban back to his rural family home in KwaZulu-Natal. The film is a celebration of Zulu pride and musical heritage—one that resonated personally with Coleman.
“We travelled from Durban into the rural heartland, and the locations really came to life through the communities we interacted with,” Coleman said. “For Spotify, you might expect something sleek and stylized. But this story let me lean into a more narrative, emotional space, which is where I feel most at home creatively.”
Sithabile Kachisa, Head of Marketing for Spotify Sub-Saharan Africa, described the piece as “a love letter to our Zulu-speaking listeners.” She added, “It’s about celebrating the pride, identity and spirit of being Zulu—and music is how we bring that story to life.” Watch below:
That music-driven narrative guided every creative choice. “The score needed to trace a journey through music, community and heritage,” Coleman explained. “We curated tracks that spanned traditional Zulu music to modern genre blends like Gqom, which was born in Durban. Composer Ndabo Zulu did a beautiful job stitching it all together into something that hit emotionally.”
For Publicis Machine, the campaign also presented a unique challenge—Spotify had been growing across South Africa, but had yet to make strong inroads in KwaZulu-Natal. Jabulani Sigege, Group Executive Creative Director of Publicis Machine, said the approach needed to feel not just representative but immersive.
“Spotify is about culture—music culture, yes—but more than that, about how music connects to culture, and connects cultures,” Sigege said. “Our solution had to create a world where Zulu listeners and fans of Zulu genres—maskandi, gospel, gqom, and more—felt seen, heard and at home.”
To authentically capture the urban-to-rural journey, Coleman worked with cinematographer Pierre De Villiers using a light-footprint approach. Shooting with a Ronin 4D, GoPros, Insta360s, and FPV drones, the team was able to remain nimble and capture both intimate moments and vast landscapes with equal power.
“We wanted to keep it grounded, raw, and real,” said Coleman. “All those small cameras ended up giving us a real sense of scale and fluidity.”
A creative voice with roots in South African fashion, street culture and design, Coleman continues to showcase the rise of Pan-African youth culture on the global stage.
“Young African creators are definitely having a moment,” he said. “There’s so much talent here—undiscovered, hungry, and absolutely tireless. There’s no complacency. Just drive, creativity, and insane energy. And it’s great to be part of that momentum.”
Coleman’s recent work also includes acclaimed branded films for Red Bull and Allan Gray, further cementing his reputation as one of the region’s most emotionally resonant visual storytellers.
CREDITS:
BRAND: Spotify South Africa
- Head of Marketing RSA: Sithabile Kachisa
- Consumer Marketing Manager RSA: Kevin Seturumane
AGENCY: Machine / Publicis Groupe Africa
- Exec Creative Director: Peter Little
- Group Exec Creative Director: Jabulani Sigege
- Creative Director: Nkululeko Vilakazi
- Group Head: Mantwa Toka
- Copywriter: Audrey Nyamcherera
- Group Account Director: Sindy Mazibuko
- Senior TV Producer: Wakhile Sihole
PRODUCTION COMPANY: PATRIOT FILMS
- Director: Sam Coleman
- Exec Producer: Zayd Halim
- Senior Producer: Lauren Dugmore
- Production Manager: Olivia Murdoch
- Production Coordinator: Jodi Benzimra
- 1st AD: Graham Hickson
- 2nd AD: Sphelele Ndlovu
- DOP: Pierre De Villiers
- Art Director: Candice Drury
- Wardrobe Stylist: Amy Zama
- Wardrobe Assistant: Nadia Omar
- H&MU: Lisa Bailey
- Stills Photographer: Mike Bell
POST: Priest Post Productions
- Editor: Amelia Cohen
- Post Producer: Michelle Duvenage
- VFX Artist: Hilton Henstock
POST ONLINE: The Refinery
- Colorist: Kyle Stroebel
- VFX Supervisors: Rory Mark & Eddie Addinall
- Post Producer: Simone Fanti
MUSIC: Aquanote Productions
- Engineer: Lovemore Nkuna
- Music: Ndabo Zulu
LEAD: Manqoba Khumalo
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