David Knight - 29th Jan 2019

Jamie-James Medina says the idea behind his video for Rudimental was that "the video is the video". And indeed, this really is a deconstruction of the whole process of making a video for Scared Of Love.

We get the trials and tribulations of pre-production, the email trails (featuring producer Stavvas Stavrou and commissioner Dan Curwin), and Stefflon Don not making the shoot and phoning in her performance...

In the meantime, Ray BLK provides the backbone of the performance video, while Medina also investigates our addiction to screens.


"I love process and I wanted to explore that. That was my first thought and I knew that I couldn’t make a standard pop music video. Like everyone, I watch music videos on the internet - on my laptop or phone. But I was staying with my mother last year, who has a television that strangely still carries music television and I just had the idea of creating a desktop experience on a television.

"Then I got interested in screens or windows, how they communicate, and live editing them as platforms. And then it became about using those windows - all the screen we follow - to tell an authentic process story.

"My pitch was basically, 'The video is the video.' But I don’t think anyone knew what we were making until we delivered a early proof of concept, but the overall concept was that the concept would keep changing. But the band were open - they had very few notes."

PRO Credits


DirectorJamie-James Medina
ProducerSavvas Stavrou
Executive ProducerSasha Nixon
Production ManagerAnna Saffery
1st ADAto Yankey
Director of PhotographyOlan Collardy
Focus PullerAnthony Mchugh
2nd ACKairo Jones
GafferVini Jones
Art DirectorXander Mitchell
Stylist (Artist)Natalie Michaelides
HairShanice Cooke
Make-up (Artist)Esther Apageyi
EditorSpencer Campbell
Editing companyFinal Cut
ColouristAlex Gregory
VFXFons Schiedon
CommissionerDan Curwin
LabelAtlantic Records

David Knight - 29th Jan 2019

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