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Riton ft Soaky Siren 'Sugar' by So Me

Rob Ulitski - 16th Mar 2023

A naughty schoolboy goes on a sugar-fuelled rampage, in French director and graphic designer So Me's promo for Riton's infectious Sugar - featuring Soaky Siren. 

The eccentric promo sees the young rascal (played by Ethan Wesley) tear up the town, stealing various sugary treats in a riotous, explosive adventure - much to the dismay of the poor people trying to go about their day.

With frantic, in-your-face cinematography, a great supporting cast, some laugh out loud moments - as well as some lively choreography - it's a brilliant video that takes a fun concept and pulls it right to the edge of absurdity... and the track couldn't have asked for a more catchy visual. 

Rob Ulitski - 16th Mar 2023

Tags

  • Comedy
  • UKMVAs 2023 nominee
  • Electronic
  • DJ
  • Performance
  • Absurd
  • Sugar
  • Riotous
  • Sugar Rush
  • Choreography

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Credits

Production/Creative

Director
So Me
Producer
Luke Tierney
Production Company
Iconoclast
Executive Producer
Cora Rodriguez
Executive Producer
Maëva Tenneroni
Executive Producer
Lana Salfiti
Production Manager
Nycollas Abreu
1st AD
George Cassavetti
UK MD
Jean Mougin
Production Coordinator
Marius Crehange
Production Assistants
Konstantin Kissimov, Sidney Kwok
2nd AD
Ben Ketley
Runners
Marco Petulla, Archie Holm-Slack, Harrison Peterkin

Camera

Director of Photography
Matias Boucard
Focus Puller
Thomas Nicholson
2nd AC
Ellie Spigariol
B Cam
Lara Perotte
Camera Assistant
Colleen Lee

Lighting/Grip

Gaffer
Krunal Saardani
Key Grip
Beau Williams
Spark
Shaun Clarke Spark

Art

Production designer
Oian Arteta
Art Dept Assistant
Joshua Brooks
Art Buyer
Issy Brazier-Jones

Wardrobe

Stylist
Lucy Isobel-bonner
Hair
Laura Swaine
Make-up
Molly Whiteley
Stylist Assistants
Anabelle Barton, Poonam Chauhan

Casting

Casting director
Road Casting
Lead actor
Ethan Wesley
Cast
Hugo Hamlet, Mayokun Olawale, Lindsay Townley, Marius Crehange, Max Packman-Walder, Wayne Reid, Kishore Bhatt, Harrison Peterkin, Lia Anderson, Beth Berg, Stacy Pama, Marie Marriott, Morgana Byworth, Bruno Crayn, Vanessa Puma, Liam Logan, Jordan Laidley

Editorial

Editor
Jon Echeveste
Edit Producer
Yéléna Dos Santos
Editorial Assistants
Guillaume Ribard, Giovanni Bufali
Graphic Artist
Lucas Latil

Grading

Colourist
Thomas Canu

Agent

Director's Representation

Commission

Commissioner
Label
Atlantic Records

Rob Ulitski - 16th Mar 2023

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