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.
|Line Producer||Ryan Huffman|
|Production Company||London Alley|
|Executive Producer||Jess Bell|
|Director of Photography||Rob Witt|
|Art Director||Zach Apo-tsang|
|Grading company||Coffee & TV|
|Post production company||Coffee & TV|
|Service Company||Anthem Films|
|Post Producer||Chris Chard|
|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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