Promo News - 30th May 2018

Following their music video collaborations with The Formula and Human, the luxury eyewear brand DITA has commissioned Emmanuel Adjei and artist Sevdaliza to create an entirely original two minute film.

Presented with a one-word brief ‘Duality’, and intent on blurring the lines between a commercial and a music video, the pair co-wrote the poetic spoken-word piece, complimented by Sevdaliza's music and an original soundtrack that crafted the entire narrative for the film.

Drawing on Adjei’s fine art background, the piece is a conceptual portrait of Sevdaliza’s rich persona and her unique creative process. The dual nature of light and form are presented in an alchemical context that explores what perfected craftsmanship and a rich imagination can achieve.

“Sevdaliza and I have worked together for many years,' says Emmanuel Adjei. "We have always been a huge influence on each other’s ideas and here the one-word brief allowed us to present that dichotomy of inspiration. We wanted the piece to be an immersive portrait.

"We had always described Sevdaliza’s work as being crafted, so the idea to bring her out of the furnace was a way to visualize this. The concept of ‘duality’ is explored through light and form, audio and visual.”