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Nicky Jam, Will Smith & Era Estrefi 'Live It Up' (2018 FIFA World Cup Russia)' by Yasha Malekzad

Promo News - 3rd July 2018

Live It Up, the official song from the 2018 FIFA World Cup in Russia, brings together Puerto Rican superstar Nicky Jam, Hollywood royalty Will Smith and pop newcomer Era Istrefi - and Yasha Malekzad has directed a video that delivers a charismatic performance from each artist, a feast of World Cup football footage, guest cameos and a gritty urban aesthetic that is surprising for an official World Cup video.  

Predominantly filmed in Budapest, to fit around Will Smith's movie shooting schedule, each perfomer has their own big performance set-piece: Nicky Jam is backed by a brass band on an industrial-looking iron bridge; Era Istrefi sings whilst in a council estate setting circled by drift cars; while Will Smith performs in front of group of flag bearers and horses in an abandoned warehouse.

At the same time, there are football-related vignettes, cameos from Brazilian stars old and new - the great Ronaldinho, and current star Willian – and lots of World Cup action. It's almost exciting as the 2018 tournament itself.

Additional footage was filmed in London, and Kingston, Jamaica, in a video that Malekzad and the team at Artist Preserve heroically pulled around in a matter of days. The fastmoving pace and gritty aesthetic helps to give the Caribbean-sounding song a more Russian feel, but there's no diminishing the feelgood factor. And that's completely appropriate for what is turning out to be a classic World Cup.   

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Promo News - 3rd July 2018

Tags

  • Performance
  • World Cup
  • Football

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Credits

Production/Creative

Director
Yasha Malekzad
Producer
Colin Randall
Production Company
Artist Preserve
Executive Producer
Kasra Pezeshki
1st AD
Tamás Vass

Camera

Director of Photography
Aaron Reid
Focus Puller
Emily Jane Robinson
2nd AC
Bence Bujdosó
2nd AC
Max Openshaw

Lighting/Grip

Gaffer
Attila Berta

Art

Art Director
Bálint Balázs

Editorial

Editor
Emanuel Asamere
Editor
Yasha Malekzad

Grading

Colourist
Denny Cooper
Grading company
UNIT

VFX

VFX
B.art Studio
Post production company
Artist Preserve

Commission

Commissioner
Dusko Justic
Commissioner
Daniel Restrepo
Label
Sony Music Latin

Promo News - 3rd July 2018

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