Rob Ulitski - 24th May 2021

Dir. Lx directs the latest edition of Apple Music's The Agenda series, for Central Cee's Ruby. 

With Ruby sampling Foreigner's iconic Cold As Ice, we are presented with abstract snapshots of tales from Central Cee's tough neighbourhood in West London, including a young girl's story, as she is shown caught up in a cycle of abuse and neglect. 

With the rapper's prodigious storytelling skills exploring the pressures faced by underprivileged youth in Ruby, Dir Lx lends his cinematic, trademark style to the concept, layered with glitchy overlays and a frenetic edit style.

PRO Credits


DirectorDir. Lx
ProducerGil Kolirin
Production CompanyGreatcoat Films
Executive ProducerKareem Adeshina
Production ManagerJen Woodhouse
1st ADLuke Goodrich
Director of PhotographySam Meyer
Focus PullerLouis Vella
2nd ACAsia Rose Kilgallon
GafferSonny Horwell
Art DirectorAnthony Hensman
WardrobeJanice Mahenge
Hair & Make-upSimmi Virdee
EditorSam Hardy
ColouristCaroline Morin
Grading companyWash
VFXDenova Media
CastKya Brame
Director's RepresentationLas Bandas Be Brave

Rob Ulitski - 24th May 2021

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