David Knight - 25th Jan 2017

Not Always is North London teenager Ama Lou's second release, with an engaging video by Danny McGuire that explores ideas of gender roles and shifting identities.

We follow the progress of Ama and a boy in their swapped roles, mainly on a night on the town - well, Stoke Newington. Ama came up with the concept and it's deftly directed by McGuire – with Ed Munro as her cross-dressing, gender-bending counterpart.

It's also something of a family affair behind the camera. Ama's DoP sister Mahalia John, and makeup artist mother Kate John both worked on the video.

PRO Credits


DirectorDanny McGuire
ProducerSam Hunt
ConceptAma Lou
Director of PhotographyMahalia John
Focus PullerJames Wicks
Clapper LoaderLiam Meredith
Clapper LoaderWillow Sanders
SteadicamAndrew Bradley
GafferMilo Cosemans
StillsDonny Johnson
1st ADFreddie Wright
1st ADWilliam Pope
RunnerCallum Allen
Make-upKate John
Make-upChris Kurz
StylistAma Lou
ColouristJoseph Bicknell
Other creditsThanks: Sarah & Brian Munro, Paul Sargeant @ PROCAM TV Cast: Ed Munro, Matthias Robey, Frankie Chapman, Billy Jacobson, Nathan Taylor, Tyler Deniro Benn, Thomas Abibu, Sonny Collins, Charlotte Hawthorne, Elena Forrest, Katie Smith, Hannah Swift, Nicole Dixon

David Knight - 25th Jan 2017

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