Rob Ulitski - 14th July 2021

Zak Abel shares the love in B2's fun-filled promo for Be Kind. 

The breezy video takes place on a beautiful day in the middle of a luscious green field - not a world away from the iconic Window XP desktop background - and features a flurry of feel-good movement and performance. 

Different characters pop up in mini-vignettes, before forming a dynamic ensemble for the climax, whilst Abel sings through a vintage microphone dangling from offscreen.

B2:

We tried to elevate the meaning behind the lyrics slightly more.

"Zak Abel’s new track be kind was the exact type of vibe we love to capture on-screen. We collaborated with Zak and his team to bring together an inclusive and expressive energy-filled dance video.

"Given everything that is going on in the world, when we got this track through we wanted to show the visuals of being kind to one another and loving your neighbour, no matter what their background is.

"The lyrics speak for themselves but we tried to elevate the meaning behind it just slightly more. We wanted to express the love and energy people need and should receive from each other."

PRO Credits

Credits

DirectorB2
ProducerBen Pengilly
Production CompanyDmnd Clr
Executive ProducerDijian Eccles
Executive ProducerAndré Reid
1st ADDanny Rumbelow
Director of PhotographyArran Green
2nd ACNatalie Anderson
SteadicamGary Kent
WardrobeKashmir Wickham
Make-upAyse Gonen
ColouristMax Ferguson-Hook
Post ProducerSean Ewins
Other creditsProduction Assistant: Maya Bury Camera Trainee: Zain Zadi Styling Asst: PJ Oamen Runners: James Barnham, Mo Dukali

Rob Ulitski - 14th July 2021

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