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Rudimental X Skream 'So Sorry' by Iain Simpson

Rob Ulitski - 28th July 2021

Iain Simpson directs a gripping and thought-provoking video for Rudimental x Skream, touching upon mental health, family and forgiveness. 

The video explores the intertwining lives of two characters in particular - Jack, a man struggling with his father's early-onset dementia, and Safe, a mental health nurse assigned to his case. 

The moving visuals take a look behind the scenes of some of the most difficult, tender moments the strangers share, and Simpson isn't afraid to touch upon themes of nationalism and racism - which ties into the end card promoting Samaritans - who are prepared to offer help, whatever you're going through and whoever you are. 

Simpson's direction, and the excellent cinematography of Lorenzo Levrini, very much lets the story unravel in an organic way, without any bias to the subject matter on screen, and as such represents more of a tapestry of moments, leaning into a grittily realistic aesthetic.


Hopefully this video can help fuel the discussion around mental health.

"This is a story about love overcoming hate, set against the complexities of mental health. I feel it’s an important story to tell in today’s world, with a lot of racial tension in the air being driven by the Government, and a huge wave of impacted mental health about to hit us post-lockdown.

"We quite rightly thank nurses, doctors and frontline workers for their gruelling work battling the pandemic. But we shouldn’t forget about the impact we will see on the population’s mental health and how important mental health specialists are going to be.

There is lots of work still to be done in normalising talking about our mental health, and hopefully this video can help fuel the discussion around it whilst also drawing attention to the fantastic work that charities such as Samaritans, CALM and Movember do in this field.

"It was a privilege to make this video, collaborating closely with Rudimental and a fantastic team of filmmakers. Everyone poured their heart into making it and I’m grateful that together we got to bring this story to life on-screen for such a beautiful song."

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Rob Ulitski - 28th July 2021


  • Director's notes
  • Narrative
  • Pop
  • Mental health
  • Samaritans
  • Racism

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Iain Simpson
Rachel Bashford
Production Company
Haus Pictures
Executive Producer
Harri Kamalanathan
Production Manager
Ella Woollgar
1st AD
Ty Hack


Director of Photography
Lorenzo Levrini
Focus Puller
Anil Duru
2nd AC
Sinan Yalmaz
Film Lab


Alex Rice


Art Director
Sholto Price


Kerry Saxon
Kate O'shea


Jack Rolf


Laura Reyes
Editing company


Thomas Mangham
Colour grade company
The Mill


Post Producer
Kirsty Oldfield


Atlantic Records

Other credits

Starring Jack Rolf, Elham Mahyoub, Russell Barnett And Buddy Skelton.

Colour Producer

Elle Lockhart


Abigail Bryony, Connor Scanlon

Set Assistant

Charlotte Brason

Casting Director

Hannah Ashby Ward

Casting Associate

Grace Hudson

Casting Assistant

Jeremiah Brown

Camera Trainee

Ibrahim Khalil


Dei Sparainaityte,Jack Curtis

Sound Recordist

Joel Neale

Sound Assistant

Abe Stupple-Harris

Sound Designer

Sean Mahoney

Online Editor

Max Green

Mental Health Consultant

Simon Ardy

Special Thanks To Cinelab London And Lorna Fraser At Samaritans

In Support Of Samaritans, CALM And Movember

Rob Ulitski - 28th July 2021

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