Director

Femi Ladi

<h3>After a run of critically acclaimed projects, Femi Ladi (above right) has teamed with Stormzy (left)&nbsp;to&nbsp;make&nbsp;his most ambitious video yet. We talked to him about mastering motion control&nbsp;and talk-therapy with the UK's biggest grime stars.</h3>In a relatively short period,&nbsp;Femi 'Ladi' Oladigbolu&nbsp;has shown he's destined for big things. Videos for Pa Salieu and Chase &amp; Status, content for Adidas and others, and BFI-screened short film Oba, have all demonstrated Ladi's ability to get up close and personal with his subjects, using all tools at his disposal to grab the viewer's attention.Now one of those big things has happened - a video for the UK's biggest grime star Stormzy, featuring fellow grime icon Fredo, which gives full rein to the British-Nigerian director's ability to connect viewer and artist in a meaningful way. And for Toxic Trait, Ladi effectively combines two different filmmaking styles, using the magnetism of the artists as the glue to bring them together.&nbsp;&nbsp;[vidtoken data:0]<blockquote>I was invited into the Def Jam UK offices without knowing what artist the briefing was for.</blockquote>For one half of Toxic Trait, Ladi creates a world for Stormzy that is rooted in classic art - and employs motion control to have muliple versions of the superstar exist in one space, acting out lyrics from the track. It's a development&nbsp;of Ladi's breakthrough video for Pa Salieu ft Backroad Gee's My Family, which used the impact of a programmed motion control rig to capture a performance, but this time with added VFX complexity.Then Ladi switches things up to someting akin to straight drama - like a therapy scene in The Sopranos - with Fredo confessing his bad habits to a therapist played by TV host Alison Hammond, intercut with a shared performance by the stars, and then a group therapy session with a number of other grime artists.In the use of different styles, Ladi&nbsp;enriches the viewer's perception of these huge stars without compromise - a notable achievement. So we asked him how he it all happened.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;PROMONEWS: What was the starting point for the Toxic Trait&nbsp;video? What kind of brief did you have?FEMI LADI: It was all quite secretive and exciting, to be honest. I was invited into the Def Jam UK offices without knowing what artist the briefing was for. Once we were in the label they told me it was for Stomzy and then I heard the song a couple of times in the office.When I mean I heard the song, it was just a snippet - mainly the Stormzy verse, as the guest feature hadn't been decided yet. Then I had the link&nbsp;to listen to it, which expired after a certain amount of hours. Fortunately, the idea came to me pretty quickly so I just developed it from there.[imgtoken data:1]&nbsp;<blockquote>Stormzy and Fredo found creative ways to show their toxic traits whilst still flossing.</blockquote>The theme of Toxic Traits is reflecting upon one's failings, being self-critical. Is that a tricky subject to address in a music video? Or offered more opportunities?&nbsp;I think it offered more opportunities. The thing I enjoy about rap music in general is the braggadocious nature of the lyrics and both Stormzy and Fredo found creative ways to show their toxic traits whilst still flossing. This allowed us to exaggerate some of the scenes and be playful whilst&nbsp;still trying to say something real.&nbsp;The original music video for My Family you directed has the same dynamic camera move created by the G6 Moco. Have you been looking for a new opportunity to explore its potential?Yeah for sure. [I've been] working really closely with the G6 Moco team. They often provide great solutions to my creative ambitions.For this, we didn't necessarily use the concept of motion control in a new way, but we used one of the largest arms in the country. This allowed us to capture all our scenes without cutting, while also being fast enough to move around keeping up with the pace of the track.&nbsp;[imgtoken data:2]<blockquote>We were still swapping things around and creating new scenes as we were programming&nbsp;the move.</blockquote>How did you go about the process of planning and constructing your motion control move?In terms of planning the motion control move it was a bit of a maze. We had to figure out all the moves but also have in mind how this looks in the final image when we zoom out, and if we can capture the Renaissance-inspired painting at the end of the video.Myself, my producer Tom Gardner and my DOP Ruben Woodin Dechamps travelled up to Manchester to the G6 offices, and started working out the moves on the software that G6 had built. Here we decided on lenses, aspect ratios, and how the camera will move on the robot.It was quite touch and go as some scenes weren't approved yet. So we were still be swapping things around and creating new scenes as we were programming it.In terms of&nbsp;getting it approved, did Stormzy need convincing that he needed a wardrobe change for nearly every line of the song?&nbsp;Haha, nah. Changing for each line wasn't a problem at all. He has a great stylist in Melissa [Holdbrooke-Akpose] and all the changes looked cold, so I think he probably enjoyed it.[imgtoken data:3]&nbsp;Above: On the set of Toxic Trait video with camera on motion control arm shooting Stormzy's archer sequence<blockquote>Using one of the largest motion control arms allowed us to capture all our scenes without cutting.</blockquote>There’s a reference to the Muhammed Ali cover for Esquire Magazine in 1967 - which itself references a Renaissance painting of Saint Sebastian. Are there other references included in the video?Correct! Yeah, originally there were a lot more 'traditional'&nbsp;art references. But as mentioned the scenes were changing all the time, so not all of them made it. The only other one that did make it was in reference to Kehinde Wiley's Ship of Fool, which is on display at the Queens House of Greenwich.&nbsp;It feels seamless, and less complicated than it probably was to shoot. Was there anything really tricky that you needed to fix in post?Yeah, it was quite tricky to shoot. But I had a great collaborator in Coffee &amp; TV. They did a lot of cleaning up and added extra bits like the dark sky. Also the end image putting together all the scenes we had to move just a few scenes around.The fix that really helped was making the monkey grind, as she struggled to do the action on the day, haha - not entirely sure how but they made it work. There were a fair amount of post&nbsp;overall within a tight turnaround and I'm really grateful to the VFX team on that.&nbsp;[imgtoken data:4]<blockquote>We built in the therapy scene to inject a bit of humour... Alison [Hammond] really took on her role well.</blockquote>The break of the therapy session adds another dimension - Fredo comes across well, and Alison Hammond is a great piece of casting. How did this get to be included in the video? Who wrote the dialogue for that section?I thought that maybe keeping Renaissance creative throughout might be a bit much and thought it would be nice to have a bit of respite. So we built in this therapy scene to inject a bit of humour. I liked the idea of Fredo rapping these outrageous lyrics to a therapist and sharing it with other rappers confessing their toxic traits.&nbsp;I would absolutely love to take credit for that line about the toenail clippers, but Fredo just made that up on the spot, with a completely straight face. They were both excellent. Alison really took on her role&nbsp;well and gave us the best facial expressions. The outtakes of that scene were hilarious.[imgtoken data:5]How did the other stars - Ivorian Doll, Wretch 32 and Specs Gonzalez -&nbsp;get involved?&nbsp;I pitched that we cut into a group therapy scene with other rappers and Stormzy's team made it happen. We all saw his incredible pull from his Mel Made Me Do It video. I actually didn't know exactly who was coming until the last minute, but I was very happy with what we got.Alison conducted a real session and asked everyone to express what their toxic traits were - which was funny but also very real. These were the final shots of the day, so it was nice to finish on a high.&nbsp;• Femi Ladi is based&nbsp;at <a href="https://somesuch.co/" target="_blank">Somesuch</a> for music videos and commercials.

Somesuch

Femi Ladi on Stormzy's Toxic Trait video: 'We could be playful while still saying something real.'

STORMZY - TOXIC TRAIT ft. FREDO

When Stormzy does videos, he does them big, and the video&nbsp;for Toxic Trait, directed by Femi Ladi,&nbsp;is no different, boasting a&nbsp;tour de force&nbsp;of set builds, visual effects and cameos - delivered with a mesmerizing motion controlled camera&nbsp;move.What's more, there's a dramatised therapy session featuring guest artist Fredo - with his therapist played by TV royalty Alison Hammond.The video fictionally contextualises a plethora of 'toxic' situations that Stormzy refers to in the track, honing in on gambling, violence and the glorification of luxury lifestyles. And as the camera shifts between multiple versions of the grime superstar, Ladi introduces&nbsp;significant, historical cultural moments from over the years, including the iconic&nbsp;1968 Esquire Magazine cover of Muhammed Ali and Kehinde Wiley’s prominent painting, A Ship Of Fools.[imgtoken data:1]When the action breaks for the therapy scene with Fredo and Hammond, it's a welcome development of the theme that also adds a touch of humour. Then it concludes with a group-therapy session which features further cameos from a range of British figureheads including Ivorian Doll, Wretch 32 and Specs Gonzalez.Filmed in London earlier this year, the&nbsp;majority of the visual was shot on a high-speed, cinema robot camera, capable of horizontal&nbsp;and vertical movement speeds of up to 2 metres per second.[imgtoken data:2]“After listening to the lyrics, I wanted to have fun with this video," Femi Ladi has stated.&nbsp;"I liked the idea of bringing a Renaissance-style painting to life, whilst still feeling grounded in the world of Stormzy."We collaborated on all the scenarios together which was great - as well as being able to bring in the likes of Fredo and Alison Hammond for their own toxic therapy sessions!"​

United Kingdom

Nicola Sheppard

Saskia Whinney

Georgina Fillmore

Chris Watling

Andre Reid-McKinley

Tom Gardner

Ruben Woodin Deschamps

Tuncer Ozdemir

Chris Kelly

Hatty Ellis-Coward

Leo Olesker

Melissa Holdbrook-Akposo

Cabin Edit

Amber Saunders

Coffee & TV

Max Harrison

G6 Moco

Studio Augmenta

Lewis Crossfield

Luke Todd

Grime

Stormzy ft Fredo 'Toxic Trait' by Femi Ladi 

Trailblazing London jazz outfit Ezra Collective hit the ring in Femi Ladi's joyous video for Victory Dance.Customers of a cornershop receive a mysterious invitation by the shopkeeper, leading them downstairs into the basement and a magical space. Suddenly we are in&nbsp;a big hall, a boxing ring in the middle - not to witness a boxing bout, but the moves of jazz dancer Jay Allen, and a thrilling performance of the individuals of Ezra Collective, and then the group as a whole.[imgtoken data:1]This is the band's first ever music video, reflecting their position at the heart of London's resurgent jazz scene. Femi Ladi achieves a sense of wonder and real occasion by keeping things based around the performances, and top and tailing the piece with the narrative element involving the audience. It really works.&nbsp;"I’m a big fan of the Ezra Collective, I find their music so refreshing and unexpected," says Ladi.&nbsp;"I had a personal experience of hearing the band's music for the first time when I stumbled into a performance of theirs by accident a few years back. I instantly became a fan. So, we went with an Idea that had similar journey of discovery with the band playing a secret gig somewhere quite unexpected."

Jake River Parker

Maëva Demurger

Rowan Mackintosh King

Courtney Bennett

Oliver Bingham

Scarlett Gardner

Jay Gomez

Jamie Hitchens

Philips Nortey

Rosie Taylor

Katie South

Jenny Glynn

Jay Allen

Kaz Ove

Yoomin Lee

Chris Anthony

Company 3

Shivam Solanki

Jazz

Ezra Collective 'Victory Dance' by Femi Ladi

Ezra Collective - Victory Dance (Official Video)

A story of going 'out out' - in all its glory, ecstasy, and some agony - superbly told by Femi Ladi.

Lane Casting

Joseph J Goldman

Matt Bohun

Emily Mulkerrins

Luke Morrison

Electric Theatre Collective

Dance

Chase & Status 'Mixed Emotions' by Femi Ladi 

Chase-&-Status-'Mixed-Emotions'-by-Femi-Ladi-

Having directed the superb official video for <a href="https://www.promonews.tv/videos/2020/09/12/pa-salieu-x-backroad-gee-my-family-femi-ladi/68390" target="_blank">My Family</a>, Femi Ladi has reunited with Pa Salieu and Backroad Gee to direct the live performance of the track for GRM Daily's Rated Awards 2021.The piece echoes the original&nbsp;video by focussing on the energy and charisma of the performers, and creating a strong look in&nbsp;black and white. Situated in a vast concrete space, Ladi uses lighting and camera movement to creates a different kind of edginess to proceedings, and emphasise on the terrific live vocal performances by Salieu and Gee.

Chiarala Four

Emory Ruegg

Benny Mails

Olan Collardy

Dmnd Clr

Pa Salieu & Backroad Gee 'My Family (Live)' by Femi Ladi 

Pa-Salieu-&-Backroad-Gee-'My-Family-(live)'-by-Femi-Ladi-

Femi Ladi&nbsp;directs a hypnotic promo for Backroad Gee, featuring a blistering performance of his track Fear Nuttin.&nbsp;The latest in Apple Music's video series The Agenda Live - which shines a spotlight on&nbsp;Black British music’s most prodigious talents - the video is a high-energy showcase of the up and coming talent, shot in&nbsp;a dynamic, frantic style.&nbsp;The high-contrast cinematography creates an enigmatic atmosphere, leaning into the thrilling soundscapes and abstract nature of the piece.&nbsp;

Ayo Davis

Phillips Nortley

Joe Douglas

Peter Ward

Will Crafter

Lee Parfitt

Ahmet Buyukcinar, Art Dpt Assistant Sam Dacosta

Neesha Sharma

Ceecee Lawrence

Edit Egg

Connor Coolbear

Jess Bell

Dancehall

Backroad Gee 'Fear Nuttin' (The Agenda Live)' by Femi Ladi 

Backroad-Gee-'The-Agenda-Live'-by-Femi-Ladi-

Femi Ladi directs a thought-provoking promo for Guvna B and D Double E.&nbsp;The video for Very Original is shot in an impressive one-take, following both artists around a London housing estate as they perform in a continuous Steadicam shot.&nbsp;&nbsp;[imgtoken data:1]Created in support of&nbsp;Power The Fight UK - a charity which aims to empower communities to end youth violence - the visual has&nbsp;a gritty yet optimistic aesthetic, which ends&nbsp;with&nbsp;the pair transforming into a swarm of butterflies as local kids watch on from the rooftop.The use of 35mm grain overlays and a slightly tinted grade adds a dreamy tinge to the visual, helping align the message with one of hope and progress. And the estate location is just as important, representing the aspiration and potential of the youth that live there.&nbsp;[imgtoken data:2]With the single Steadicam shot highlighting the&nbsp;terrific performances by Guvna B and D Double E, this is very impactful work&nbsp;from Femi Ladi and team.

Dijian Eccles

Andre Wooz

Orlando Morris

Aida García Vega

Jayy Gomez

Zac Fox

Hip Hop

Guvna B & D Double E 'Very Original' by Femi Ladi 

Guvna-B-&-D-Double-E-'Very-Original'-by-Femi-Ladi-

Femi Ladi's fabulous video for Pa Salieu and Backroad Gee utilizes motion control technology in a way that adds another level of thrills into a compelling performance.

Freddie Barrass

Untold Studios

Annie Ayres

Jack Green

Stefan Yap

Marcus Albertsen

Lee Brinkley

Brie Ahmed

Holly McDonald

Remi Aaron

Aubrey Woodiwiss

Carbon Vfx

Oksi Odedina

Warner Records

Pa Salieu x Backroad Gee 'My Family' by Femi Ladi

Pa Salieu - My Family feat BackRoad Gee (Official Video)

Directed by Femi Ladi,&nbsp;Kwaye uses choreography as a means of expression&nbsp;and healing, touching on the artist&#39;s&nbsp;own feelings of self-discovery.This performance piece is far from the solemnity&nbsp;the actual song might suggest. Bold in colour and&nbsp;expressive in movement, the cinematography beautifully captures Kwaye&#39;s mesmerising movements as he is immersed in his own world of thoughts.

Shea Coleman

Stink Studios

Dan Lemon

Rhona Ezuma

Sinead Mcgowan

Pete Fullarton

Jax Harney

CHEAT

Mind Of A Genius/warner Bros

Kwaye 'What Have You Done' by Femi Ladi

Kwaye-'What-Have-You-Done-'-by-Femi-Ladi

Femi Ladi has created an episodic docu-drama for South London Rapper A2&#39;s project Blue: Winter&#39;s Only Winner, which follows him through different aspects of his life, from work through to play.And there&#39;s a nicely mysterious and witty&nbsp;conceit to move the story on to its next phase - when A2 answers his mobile and says &#39;who is this?&#39; it marks the end of the chapter and we move to the next...&nbsp;

Femi Ladi

Director

Interviews featuring Femi Ladi

Videos featuring Femi Ladi

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