Snakehips ft. Zayn 'Cruel' by Alex Southam
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.
PRO Credits
Credits
| Director | Alex Southam |
| Producer | Rachel Rumbold |
| Production Company | London Alley |
| Executive Producer | Jess Bell |
| Director of Photography | Rob Witt |
| Art Director | Zach Apo-tsang |
| Editor | Chris Roebuck |
| Editing company | Cut+Run |
| Colourist | Dan Moran |
| Grading company | Coffee & TV |
| Line Producer | Ryan Huffman |
| Post production company | Coffee & TV |
| Service Company | Anthem Films |
| Post Producer | Chris Chard |
| VFX | Ollie Ramsay |
| Director's Representation | OB Management |
| Commissioner | Dan Millar |
| Commissioner | Lisa Foo |
| Label | Sony Music |
| Choreography | Aaron Sillis |
| Other credits | Assistant 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 |
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