Rob Ulitski - 11th Mar 2021

Charlie Sarsfield directs an introspective promo for James Arthur's Medicine. 

Shot in an empty theatre, the hallucinatory visual sees Arthur perform in a maze of rooms, each littered with remnants of a pre-Covid world. 

The use of mirrors and reflection elevates the kaleidoscopic aesthetic, whilst vibrant washes of colour and strobe lighting - care of DoP Stefan Yap - heighten the fantastical concept.

"Working with James felt like a real moment for me," says Sarsfield. "Having been a runner at MTV five years ago and doing second camera, to now directing his first video off his new album made me feel extremely grateful for the journey I've been on.

"The vibe on set was great, and everyone had fun, and working closely with James through the whole process was special."

PRO Credits


DirectorCharlie Sarsfield
ProducerFred Bonham Carter
ProducerAndrew Rawson
Production CompanyJust Fred
Production ManagerZoe Gunn
1st ADChris Malin
Director of PhotographyStefan Yap
Focus PullerThomas Nicholson
2nd ACSam Fullerton
Art DirectorAnthony Neale
EditorLucy Berry
Editing companyFinal Cut
ColouristGeorge K
Grading companyBlack Kite
VFXRichie Oldfield
Director's RepresentationMarisa Garner Associates
CommissionerMichael Lewin
LabelSony Music

Rob Ulitski - 11th Mar 2021

Related Content


Stormzy 'Crown (Live)' by Charlie Sarsfield

Just ahead of Stormzy's brilliant, groundbreaking performance at Glastonbury, Charlie Sarsfield captured this lovely live performance film for his killer new single Crown.

Promonews - 4th July 2019

Latest News