Cat Velez - 9th Aug 2016

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. 


DirectorAlex Southam
ProducerRachel Rumbold
Production CompanyLondon Alley
Executive ProducerJess Bell
Director of PhotographyRob Witt
Art DirectorZach Apo-tsang
EditorChris Roebuck
Editing companyCut+Run
ColouristDan Moran
Grading companyCoffee & TV
Line ProducerRyan Huffman
Post production companyCoffee & TV
Service CompanyAnthem Films
Post ProducerChris Chard
VFXOllie Ramsay
Director's RepresentationOB Management
CommissionerDan Millar
CommissionerLisa Foo
LabelSony Music
ChoreographyAaron Sillis
Other creditsAssistant Choreographer: Pat Boguslawski Assistant Art Director: Laurie Walters 2D/3D Animation: Lev Bravo & Alex Southam Additional Footage Director: Libby Burke Wilde Additional Footage Producer: Jamie Cox Additional Footage DOP: James Rhodes

Cat Velez - 9th Aug 2016

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