Rob Ulitski - 20th Oct 2021

KC Locke is back with an exhilarating promo for Pa Salieu and regular collaborator Aitch. 

The video for Bad boasts a whirlwind of stimulating visual imagery, with top-notch performances and glossy set design taking focus throughout. 

The pairing of the artists is a match made in heaven - on both the track and the video - and the playful performances paired with slick choreography - by Yin Yang Twinz - amp up the energy to new heights. 


I worked closely with production designer Jenny O’Sullivan to come up with something that felt graphic and bold.

"PA Salieu’s energy on set is hard to match and pairing-up with Aitch’s equally captivating energy was a perfect match!

"While I was writing the treatment for this project I was working very closely with production designer Jenny O’Sullivan to come up with something that really stood out and felt graphic and bold. 

"Jenny created a bold colour design which informed the set design and art direction. We wanted this to flow through the styling decisions to contrast and compliment the outfit choices of both Pa Salieu and Aitch.

"Holly MacDonald (Pa Salieu's stylist) and Cora Delaney (Aitch's stylist) both ran with the ideas and came with some amazing looks that really sat in the world we wanted to create!

"We brought in two great dance choreographers - Yin Yang Twinz - to create a high energy piece which felt consistent and powerful throughout the video. This combined with all the other elements created a video that we are all really proud of.

"DoP Matthew Taylor lit every set exactly how I’m envisioned and really brought it to life. It was a really collaborative experience and recently I have wanted to operate more - my direct understanding on the music and rhythm brought a handheld feeling that worked really well for this track and brought out the personalities on the artists.

"This energy and flow translated into the edit room where Jamil [Shaukat] spent time hand-picking the best combination of star quality, dance and camera movement which resulted in a clean fast-paced editorial piece."

PRO Credits


DirectorKC Locke
ProducerLewis Nicholson
Production CompanySwords & Eagles
Executive ProducerMarisa Garner
Production ManagerElla Taylor-Palfrey
1st ADLuke Goodrich
Director of PhotographyMatthew Emvin Taylor
Focus PullerSean Lomax
2nd ACDanny Usman
GafferLee Symington
Art DirectorJenny O'Sullivan
ChoreographyYin Yang Twinz
Stylist (Artist)Holly MacDonald
Stylist (Artist)Cora Delaney
WardrobeRebecca Lockwood
Make-upHammah Sorcha
EditorJamil Shaukat
Editing companySwords & Eagles
ColouristAlex Gregory
Grading companyNo.8
Director's RepresentationMarisa Garner Associates
CommissionerFawaz Al-jabban
LabelWarner Music

Rob Ulitski - 20th Oct 2021

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