Legendary grime MC Meridian Dan gives it the Vegan Chat in the entertaining video by filmmaking duo Blok - that's director Paul Casey and DoP Richard Jobson.

Shot in numerous locations across East London, including the iconic Repton Boxing Club and ​featuring British boxer Dillian Whyte​; the video delivers spectacular and provocative visuals which serve to highlight Dan’s personal development in both life and as a vegetarian moving towards veganism.

And Blok worked with the team at visual effects studio The Mill to assist the creation of the cartoon-influenced visuals - which begin with Meridian Dan presiding over criminal empire dealing in vegetables. Then he comes a cropper in the boxing ring, against a big punching cow. And then he ends up on a butcher's hook.

THE BLOK:

“We knew this song would lend itself to a strong visual and we were over the moon to have The Mill on board! The new possibilities posed by having one of the country’s leading VFX supervisors on the team​ ​allowed us to make infinitely more impactful images. 

"We wanted to slap the viewer around a bit, make them work for it and leave them exhausted: ​from multiple characters, to hyperreal worlds like the abattoir where Dan is hanging up like a piece meat, the severed head, Dillian Whyte dressed in a bull costume to the suspiciously familiar looking clown getting water boarded with carrot juice.​ This is without doubt one of the most collaborative and fulfilling experiences we’ve had in film-making.”