Eminem has launched his latest music video, ‘Somebody Save Me’ with Jelly Roll. This first project to come out of newly formed music and culture venture, Ammolite Machine, the video was directed by the renowned Emil Nava. The video takes you on a journey through Eminem’s sobriety with footage of his three daughters throughout; the song is an apology letter to his children. Beginning with a video snippet of his daughter, Alaina trying to wake up her dad (Eminem), 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…” 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 directed and created the treatment for the ‘Somebody Save Me’ music video. Having worked with Eminem before, this particular video hit close to home for Emil. There were many parallels with Eminem’s journey having his own experiences with addiction and recovery. An advocate for mental health, Emil 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.”

His experiences inspired a lifestyle shift to focus on wellbeing and reconnecting with nature, with a holistic approach to mental health as health. Now, Emil is an award-winning director garnering over 25 BILLION VIEWS working with industry giants like Calvin Harris, Rihanna, Ed Sheeran, Dua Lipa, Post Malone, Pharrell Williams, Selena Gomez, Eminem and many more, as well as global brands like McDonald’s, Mercedes and GAP.