Our coverage of the crossover dynamic—with filmmakers moving from commercials to longer form and vice versa—sometimes takes us directly to the personal causes and aspirations of those artisans. A director will tackle a social issue through a documentary; another will take on a short film to stir the soul.
Gordon Clark directs commercials via Trio Films, Los Angeles. He too chose to express himself—his deep concerns—through another discipline, still photography. Clark has published a book, Transitions Southern Africa, which sheds light on social issues while also serving as a source of positive inspiration.
A noted still photographer, Clark promotes understanding of Southern Africa through pictures of its people and their surroundings. His photos are accompanied by text and poetry by Malcolm Grant. The book’s foreword is written by Oprah Winfrey.
Grant wrote of native South African Clark, "He lived as a street child and is a graduate of the oppressive apartheid-driven reform school system that existed at the time of his youth. He struggled, and on his way upward, assimilated his experiences with the disenfranchised masses—hence a spiritual bond was formed."
Grant observed that through this book, "Gordon aspires to create a conduit—a link of communication—to relay to the modern world the vast innocent human potential that exists within the bosom of Mother Africa. Too often, we are fed with a barrage of material, depicting only the hopelessness of the African psyche."
Instead, Transitions Southern Africa offers a positive reflection on the spirit of people as they try to transition to a better life. "Gordon’s assertion," wrote Grant, "is that [the people of Africa] are victims of the current paradigm and have become trapped in a void of apathy. With resources so limited, they are in dire need of representation, support and the opportunity for education that will empower them to redefine their life circumstances and challenge the HIV and AIDS pandemic that is devastating their communities."
But Transitions Southern Africa also aspires to address the problem by generating critically needed funding. The book is a means whereby the people of Southern Africa engage the world in one of their oldest traditions: bartering. They offer themselves in this book, and in exchange hope to gain readers’ respect and understanding, as well as some funding.
Seventy percent of all book proceeds go to Winfrey’s Angel Network. Helping to make the percentage higher than the norm for projects of this nature is the fact that Clark self-published Transitions Southern Africa.
The funding will go toward the support of education programs in Southern Africa. Education is crucial to Africa’s future and will play a major role in solving many of the continent’s social ills, including the AIDS epidemic.
The sales pitch for the book is simple. Promo copy reads, "Not only does this book take readers on an emotional journey, it enables them to actively participate in the future of an entire people. The significance of the bartering opportunity is immeasurable."
Trio is actively pushing to heighten awareness of the book in the advertising community. Meanwhile, Clark will be promoting awareness as well; he is slated to be a featured speaker at the Museum of Tolerance, Los Angeles, on March 25, in conjunction with the South African consulate. The evening event is dedicated to the book, and a print from it will be a permanent fixture at the museum. Incidentally, Clark’s book parallels the public service orientation of his most recent commercialmaking endeavor: a four-spot campaign for the Salvation Army, out of Young & Rubicam, Detroit, in Dearborn, Mich.
