With the help of tennis great Andy Murray and the music of Memotone, James Humby takes a refreshingly different approach to often predictable field of sports footwear advertising for Hylo.Directed by Humby and co-produced with Intergalactic Studios and Untold Studios, the project is a humorous and impactful promotion of the expanding relationship between Andy Murray and Hylo, the performance shoe using bio-based materials including corn and castor beans.With deadpan, tongue-in-cheek humour - an approach the director has applied successfully in his Molten Jets live music series (as Ja Humby) - the film draws on Andy Murray and Roger Federer’s well-known rivalry as a springboard for a playful clash between Hylo and its more established competitors.There is an unpolished, behind-the-scenes feel as Murray is presented at a press launch for the new Hylo shoe where, to his frustration, the press only want to talk about his on-court rivalry with Federer, the tennis legend now associated with rising Swiss sportswear brand On.Titled It’s Not About Him, the film uses this dynamic to cleverly subvert expectations, turning sporting rivalry into a comedic device that drives attention to a product built not just for output, but with material innovation and environmental impact in mind. And Humby's mockumentary-style approach, completely different to a traditional brand campaign, underlines the statement that the future of performance wear is sustainable. “I’m drawn to things that aren’t immediately obvious, so leaning into Andy’s dry, deadpan humour, the candid documentary-style approach, understated performances, and slower pace (than you’d expect from an ad) were ways of counterbalancing the slapstick with a sense of observational realism," explains Humby."Memotone’s music and Jake Ashwell’s mix helped to shape a kind of fever dream, reflecting Andy and Hylo’s anxiety around the partnership, with nods to Roger Federer’s successful investment in On serving as an inside joke for the runners these high-performance shoes are aimed at.”

Following their music video collaborations with The Formula and Human, the luxury eyewear brand DITA has commissioned Emmanuel Adjei and artist Sevdaliza to create an entirely original two minute film.Presented with a one-word brief ‘Duality’, and intent on blurring the lines between a commercial and a music video, the pair co-wrote the poetic spoken-word piece, complimented by Sevdaliza's music and an original soundtrack that crafted the entire narrative for the film.Drawing on Adjei’s fine art background, the piece is a conceptual portrait of Sevdaliza’s rich persona and her unique creative process. The dual nature of light and form are presented in an alchemical context that explores what perfected craftsmanship and a rich imagination can achieve.“Sevdaliza and I have worked together for many years,' says Emmanuel Adjei. "We have always been a huge influence on each other’s ideas and here the one-word brief allowed us to present that dichotomy of inspiration. We wanted the piece to be an immersive portrait."We had always described Sevdaliza’s work as being crafted, so the idea to bring her out of the furnace was a way to visualize this. The concept of ‘duality’ is explored through light and form, audio and visual.”

Christian Holm-Glad, the Norwegian director who has directed music videos for artists such as Calvin Harris, Kano and Madcon, reunites with the Stavanger Symphony Orchestra following his previous MVA-nominated ad Seven Vibes, with this highly amusing clip for The Nordic Sound.Once again Christian explodes the notion that classical music should be associated with stuffy conservatism. This is a funny, beautifully executed little video - and really quite sexy too - showing where the SSO find their inspiration.As with Seven Vibes its organised into a series of vignettes, as it explores the idea of Nordic freedom: freedom to play, freedom to feel, freedom to love (al-fresco-style)...