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will.i.am ft. Lioness, Ms. Banks, Lady Leshurr 'Pretty Little Thing' by Shadae Lamar Smith

Promonews - 23rd May 2019

Shadae Lamar Smith directs a video for will.i.am, Lioness, Ms. Banks and Lady Leshurr that fuses fashion and music, in a collaboration between UK fashion brand Pretty Little Thing and i.am media.

As such it makes a strong statement that challenges the idea of "Pretty" by placing fashion in urban industrial parts of London. It also does this by using black female rap artists as centers of style instead of traditional fashion models.

Shot with the artists around Brixton and Peckham in London, Joel Honeywell doess his customary excellent job with cinematography, with Shadae Smith giving the piece the feel of fashion editorial with the photography motif, and split-screen effects.

Promonews - 23rd May 2019

Tags

  • Branded music video
  • New Director
  • Fashion
  • Performance
  • Hip Hop

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Credits

Production/Creative

Director
Shadae Lamar Smith
Producer
Lucy Trendle
Production Company
I.am Media
Production Company
I.am Media, Lula Productions
Executive Producer
Sara Ramaker

Camera

Director of Photography
Focus Puller
Eve Carreno

Lighting/Grip

Gaffer
Ben Millar

Wardrobe

Wardrobe
Vivian Nwonka
Make-up
Mata Labs

Editorial

Editor
Shadae Lamar Smith

Grading

Colourist
Joseph Bicknell
Colour grade company
Company 3

Commission

Label
I.am Media

Promonews - 23rd May 2019

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