KC Locke directs a clever, noir-tinged promo for Jorja Smith's Bond-esque theme to Riz Ahmed's new TV series Bait. 

The atmospheric promo for Price Of It All captures Jorja in a series of cinematic vignettes, infused with Locke's sense of dynamic composition and seamless VFX. In each scenario, Jorja plays a different type of assassin from a genre action movie, but throughout she maintains the soulful demeanour that has become her personal trademark. 

This is KC Locke's third collaboration with the R&B singer, and he says it was important for them to push the visual workd forward, finding new ways for her to be seen on screen. This involved a well-crafted blend of live action and VFX, a regular feature of the director's work. 

"The intention was to create a world that feels elevated and cinematic, but never detached from Jorja Smith herself," he explains. "We drew from classic espionage and Bond-style language, using those visual tropes as a framework to explore different sides of her identity and blur the line between character and artist.

"The film moves through fragmented moments, each one feeling like a different version of Jorja, all orbiting around a controlled, almost hypnotic performance. It’s less about telling a linear story and more about building a feeling that sits between power, mystery, and vulnerability.

"The music really drives that. There’s a quiet intensity to the track that allows everything to breathe, while still holding tension underneath. It gave us the space to let performance lead, letting the visuals evolve around it and amplify the emotion rather than compete with it.

"Producing this under Swords & Eagles with my core team of collaborators, this was one of those projects where everyone had to go all in. Once I see something in my head, it becomes about figuring it out piece by piece until it’s real. This wasn’t an easy one, but that’s the point. The team made the impossible possible and pushed the film further than I could have imagined."