Emil Nava returns to music video with a compelling video for Eminem, framing the rapper's personal struggles with sensitivity and visual symbolism, and a mix of performance with home video footage. 

Nava brings all his understanding of the artist's predicament, as well as his huge wealth of experience, in this heart-wrenching video for Somebody Save Me - the first since the formation of new music and culture venture Ammolite Machine. 

Faced with lyrics that sit among the most raw and confessional of the rapper's career, Nava has directed a video that works within the world of Eminem videos but looks directly in the eye of the subject matter - which also felt close to home for the director.

The song takes the form of an apology letter from Eminem to his children, and the video reflects that, taking the viewer on a journey through Eminem's sobriety. It begins with home video footage of his daughter Alaina as trying to wake him up. Then it cuts to a silhouette of Eminem watching that same snippet in a dark, nearly empty room with the lyrics echoing “somebody save me, me from myself…”

Performance sequences with Eminem and guest artist Jelly Roll frame a series of poignant home video excerpts and Nava never flinches from the evident anguish in the rapper's words. In partnership with BetterHelp, the video ends with a call to action for the mental health platform offering a full month of free online therapy.

Emil Nava explains that there were many parallels between Eminem’s journey and his own experiences. An advocate for mental health, he has spoken candidly about his road to recovery saying: “For me, life has always been about escapism, and that was mainly through alcohol and drugs when I was younger. If I hadn’t gotten sober, I probably would’ve died.”

The director's experiences inspired a lifestyle shift to focus on wellbeing and reconnecting with nature, with a holistic approach to mental health as health. So the first video produced by Ammolite Machine is also a very appropriate vehicle for that message - as well as demonstrating what the director of some of the most successful videos of the past 20 years, for the likes of Ed Sheeran, Rihanna, Calvin Harris and many more, is all about: making videos that connect with an audience.