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The Death Of Pop 'Once Good' by Oliver James Robbins & Kia Fern Little

Rob Ulitski - 21st Apr 2020

A relationship fizzles out in reverse, in Oliver James Robbins & Kia Fern Little's video for Once Good. 

Shot on a sunny day in striking black and white, the visual depicts vocalist (and video co-director) Oliver James singing the whole track in reverse, as his personal belongings are thrown out of a window.

Buckets of water drench him, old vinyls snap on impact and flowers slap him across the face on their descent. It's a bad day for the artist, but great fun to watch - and elevated by an impressively on-point lip sync.  


We only shot one-take.

"As Once Good was being released in less than a week, we needed to come up with a concept quickly that worked within the lockdown parameters. Keen to avoid anything relating to the pandemic, we opted for a one-take video in reverse that (we hope) explains itself: a depiction of a relationship in its last moments.

"To achieve this, the artist had two days to learn the whole song backwards at double speed. We shot out of a bedroom window on the Tuesday evening and released on Wednesday the next day. We only shot one-take."

Rob Ulitski - 21st Apr 2020


  • New Director
  • One shot video
  • Performance
  • Alternative
  • Indie
  • black and white
  • Reverse

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Oliver James Robbins
Oliver James Robbins


Director of Photography

Other credits


George Baggaley

Rob Ulitski - 21st Apr 2020

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