Cat Velez - 29th Apr 2015

Labi Odebunmi & Bubz have created this intro video to amp up the buzz right before the release of highly-anticipated album The Deliverance, by one of UK's finest rappers, Sway.

The clip employs some eye-catching graphics to illustrate how Sway literally manipulates letters to create new words. Aesthetically, it looks similar to the cover art, featuring yellow type on dark footage of Sway, who barely shows his face in the promo, letting the words and gestures do all the talking.


"We wanted the clever lyrics word-play (or "intelligent art" as we call it) of this song, to be the central point to viewers focus as they enter this exhibition within a dark realm. We got Sway to act out the lyrics with his hands to visually show the creativity in his lyrics. Choosing to tightly focus purely on where the lyrics and album was created from - the hands - to amplify his artistry & craft.

"The combination of seeing hands and only hearing a voice was to build a suspense the video needed as a lot of people have been waiting on the album but it also set the tone of higher authority to allure peoples' attention.

"With the decision to give the camera movement & shot variation minimal personality we chose to add to the video's life via the use of graphics."


DirectorLabi Odebunmi
Production CompanyDcypha Films
Production ManagerKayva Palmer
Director of PhotographyMichael Babalola
Focus PullerPeter Mason
2nd ACAndy Tung
EditorYousef Thami
VFXYousef Thami
Other creditsPA: Muriel Narh Production Assistant: Rico M Runner: Sampras

Cat Velez - 29th Apr 2015

Related Content


Andzej Gavriss signs to Stink Films

Stink Films have announced that Andzej Gavriss, who directed the acclaimed and award-winning videos for Aigel's You're Born and Sansara's We Will Become Better, has joined the commercial and …

Promonews - 1 day ago

Latest News