KC Locke directs an ambitious, high concept promo for Potter Payper's Midas Touch, elevating Potter's position as one of the UK's most authoritative rappers. 

The video for Midas Touch features large-scale, VFX-heavy performance vignettes and a fresh, hooky concept, as Potter explains his rise to the top, and the double-edged sword of being a successful entrepreneur operating in illegal substances.

Playing on this idea, the video features slick cinematography, breathtaking effects work and Locke's trademark eye for ambitious, standout visual moments - from Potter performing in front of a 4x4 encased in gold, an indoor field of cannabis plants, to his final Pharaoh-like incarnation, in an ambivalent encounter with a member of the next generation. 

"We explored our own take on the Midas curse," explains Locke. "Potter's factory being the currency of the future and following how people's sinful search for riches result in them turning to gold by the curse of Midas."