David Knight - 29th Sept 2017

Labi Odebunmi's new video combines a stylishly designed and shot performance with a narrative set at a fashion show, where Wretch 32 and Kojo Funds make a connection with one of the models on the runway. But little do they know, she’s not what she appears to be.


"When I received the track, i wanted to keep performance set-ups simple but interesting - so to run comfortably parallel with the songs vibe and activity through out. I created the cube scene as a metaphor to place the “life” responsible for this irrepressible vibe (artist’s) within a lit “incubator” representative of the tracks energy. I wanted viewers to feel like they’re watching this live to resonate with the upbeat ambience of the track.

"Wretch is a metaphor king and I wanted to transmit his brand infusing other subtle visual metaphors (if you get them, you get them) while also paying homage to the classic Whitney Houston sample with editorial/fashion scenes. Running along with his album title and current mood when I spoke to him, he feels this is the most free he’s been, which I feel the direction and video shows."


DirectorLabi Odebunmi
ProducerLavinia Noel
Production CompanySugarcane Media
Executive ProducerIndiana Mookram
Executive ProducerLavinia Noel
Director of PhotographyLuke Biggins
Make-upTara Adele
EditorLavinia Noel
Editing companySugarcane Media
ColouristLee Daley
Director's RepresentationIsaac Tomiczek
CommissionerOre Okonedo
StudioEast London Studios

David Knight - 29th Sept 2017

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