Promonews - 23rd May 2019

Shadae Lamar Smith directs a video for will.i.am, Lioness, Ms. Banks and Lady Leshurr that fuses fashion and music, in a collaboration between UK fashion brand Pretty Little Thing and i.am media.

As such it makes a strong statement that challenges the idea of "Pretty" by placing fashion in urban industrial parts of London. It also does this by using black female rap artists as centers of style instead of traditional fashion models.

Shot with the artists around Brixton and Peckham in London, Joel Honeywell doess his customary excellent job with cinematography, with Shadae Smith giving the piece the feel of fashion editorial with the photography motif, and split-screen effects.

PRO Credits

Credits

DirectorShadae Lamar Smith
ProducerLucy Trendle
Production CompanyI.am Media
Production CompanyI.am Media, Lula Productions
Executive ProducerSara Ramaker
Director of PhotographyJoel Honeywell
Focus PullerEve Carreno
GafferBen Millar
WardrobeVivian Nwonka
Make-upMata Labs
EditorShadae Lamar Smith
ColouristJoseph Bicknell
Grading companyCompany 3
LabelI.am Media

Promonews - 23rd May 2019

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