Rob Ulitski - 14th Oct 2019

Cher Lloyd cleans up her act in her comeback video, directed by Raja Virdi. 

Switching from neon-lit laundrette interiors to breathtaking choreography in front of The Barbican in London, the bold colours and striking visuals for new single M.I.A. are a statement and an assertion - Cher Lloyd is back. 

Wonderfully lensed by Dan Stafford Clark, the video feels contemporary and relevant, and the '90s styling and choreography from Kimmy Taylor builds upon this aesthetic perfectly.


"I had a lot of fun directing this promo for Cher Lloyd. I'm a massive fan of big pop promos, so it was really exciting to be asked to direct this. Early on, we dabbled with the idea of movement in the video, but as the idea grew, I kept wanting to add more and more choreo until we felt the piece would look best as a full choreographed promo, to which Cher did an incredible job (considering she'd never done a fully choreographed video before).

"I knew I wanted to shoot somewhere with a British element to it and to ground Cher to London, therefore shooting at The Barbican felt like a really solid idea. For me, the big thing was shooting multiple great scenes but the transitions needed to be smooth. With good planning in pre-production, on the shoot day and with fantastic cutting by Sam Marr, we managed to achieve some great match cuts to make each intro to a new scene feel seamless.

"It was a great collaboration with myself and DoP Dan Stafford-Clark figuring out interesting ways to shoot the choreo and performance elements. I have to also give a huge shout out to Kimmy Taylor and her team for choreographing a fantastic piece. We got a real good balance of contemporary with a nineties/noughties look with the choreo (and styling!).

"It was a tough and very long day, but really happy with the piece we created and that goes out to my fantastic crew for their really hard work."

PRO Credits


DirectorRaja Virdi
ProducerGhandi El-Chamaa
Production CompanyPHASE
Executive ProducerRaja Virdi
1st ADChris Malin
Director of PhotographyDan Stafford Clark
SteadicamJames Elias
Focus PullerChristian Swain
2nd ACJoe Hofmann
GafferElliot Beach
WardrobeKojo Hammond
Hair & Make-upEnya Sullivan
ChoreographerKimmy Taylor
EditorSamuel Marr
Editing companyThe Quarry
ColouristJoseph Bicknell
Grading companyCompany 3
VFXYassine N'choubi
CommissionerChris Bruns
LabelUniversal Germany
Other credits2nd AD: James Matthews-Read Production Coordinator: Molly Fleet Production Assistants: Max Totney, Elliot Lang Camera Trainee: Ethan Lodge Spark: Junior Agyeman, Jamie Hitchens, John-Joe Besagni Art Department: Camilla Byles Dancers MUA: Summer Dyason Choreographer Assistant: Theo Maddix Dancers: Demi Rox, Lisa Spencer, Katie Collins, Channelle George Catering: Sweetness Catering On Set Stills: Issy Townsend Edit Post Producer: Jenn Sanders Colour Post Producer: Amanda Pilnik Special Thanks: Rebekah Tayler @ I:e Music, Silv & Anthony At The Barbican, One Stop Films & SHL Film Lighting

Rob Ulitski - 14th Oct 2019

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