Rob Ulitski - 5th Oct 2021

Dumas Haddad directs an impressive conceptual promo for Kojey Radical, featuring Lex Amor. 

A succinct, introspective synopsis details the world in the film - "Burdened with the foresight of truth, an enlightened Kojey preaches to ignorant souls, hiding in stark black and white from the volatile truth facing them outside. Kojey begins to turn their ignorance around, enriching them into the world’s true colours before impending doom."

Masterfully executed, the surreal vignettes clash against with one another, creating a tension which reflects the pressure in the track. The performances are both haunting and assured, tying together the more abstract elements to create one artistic whole. 

PRO Credits


DirectorDumas Haddad
ProducerAidan Robert Brooks
Production CompanyAgile Films
Executive ProducerPrecious Mahaga
Executive ProducerSana Khan
Production ManagerAyo Alli
1st ADSam Barnham
Director of PhotographyJake Gabbay
Focus PullerJames Robert Hills
2nd ACWilliam Crafts
SteadicamGary Kent
GafferKieran Brown
Art DirectorJade Adeyemi
WardrobeAga Dziedzic
EditorLeon Carlton
ColouristMyles Bevan
Grading companyTime Based Arts
Post ProducerAlizee Levrino
VFXMichael Adeyeye Jaeho Hwang
Director's RepresentationOB Management
CommissionerUntold Studios
LabelAtlantic Records
Other creditsRunners: Kleopatra Andreou, Harvey Abbas DIT: Mossie Cassidy Spark: Amarjeet Singh, Krunal Saadrani Styling Assist: Georgia Petrou

Rob Ulitski - 5th Oct 2021

Related Content


Azekel 'Fathers' by Dumas Haddad

Designed around singer-songwriter Azekel's album Our Father, Dumas Haddad's impressionistic film expands on the underlying themes the album touches, interrogating and challenges stereotypes …

Promonews - 21st June 2019


Agile Films sign Dumas Haddad

Agile Films have announced the signing of Dumas Haddad to their directors roster for music videos and commercials.

Promonews - 9 months ago

Latest News