Inspired by the heavily-neon, urban aesthetic of Blade Runner, Alex Southam has created a world of city nightscapes for Snakehips's track Cruel, featuring a performance by ex-One Direction singer Zayn. With fluorescent lighting throughout, we discover a new world that is still in keeping with Snakehip’s previous nighttime promo visuals.

Capturing Zayn’s characteristically cool performance, the video boasts some warped, distorted post-production trickery and wicked, winding camera movement. Stylish and bold, it focuses on a central tracking move whereby the camera seamlessly tracks forward passing through CCTV camera to apartment to alleyway - cop car to nightclub. 

Alex enlisted VFX juggernauts Coffee & TV and created the 2D/3D animations himself with Lev Bravo. Expertly shot by Rob Witt, the resulting video sure is a colourful, visually engaging and energetic pop promo with a modern feel.