David Knight - 29th Sept 2017

Labi Odebunmi's new video combines a stylishly designed and shot performance with a narrative set at a fashion show, where Wretch 32 and Kojo Funds make a connection with one of the models on the runway. But little do they know, she’s not what she appears to be.


"When I received the track, i wanted to keep performance set-ups simple but interesting - so to run comfortably parallel with the songs vibe and activity through out. I created the cube scene as a metaphor to place the “life” responsible for this irrepressible vibe (artist’s) within a lit “incubator” representative of the tracks energy. I wanted viewers to feel like they’re watching this live to resonate with the upbeat ambience of the track.

"Wretch is a metaphor king and I wanted to transmit his brand infusing other subtle visual metaphors (if you get them, you get them) while also paying homage to the classic Whitney Houston sample with editorial/fashion scenes. Running along with his album title and current mood when I spoke to him, he feels this is the most free he’s been, which I feel the direction and video shows."


Make-upTara Adele
DirectorLabi Odebunmi
Production CompanySugarcane Media
Executive ProducerIndiana Mookram
Executive ProducerLavinia Noel
Director of PhotographyLuke Biggins
ProducerLavinia Noel
EditorLavinia Noel
Editing companySugarcane Media
ColouristLee Daley
Director's RepresentationIsaac Tomiczek
CommissionerOre Okonedo
StudioEast London Studios

David Knight - 29th Sept 2017

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