Rob Ulitski - 18th Oct 2021

Edie Amos directs a joyful celebration of life, in her promo for Sam Ryder's More, featuring celebrated photographer Derek Ridgers.

The uplifting promo intertwines Ryder's ebullient performance of the song with a look at Ridgers, a photographer with nearly 50 years experience as a street and portrait photographer, and who made a particular impact chronicling late 20th century underground club culture.

Through the video Ridgers takes portraits of a number of strangers, with Amos's filming of the process and the resulting photos forming an important part of the multi-format montage in the video.

Toeing the line between documentary and music promo, the video has an overarching message of enjoying life and holding onto all of the best moments with family and friends.


I was drawn to the idea that photography could be seen as a means of paying it forward in life.

"For a track that feels both reflective and introspective yet at the same time, grand and existential, I wanted to find and tell one person’s story. Someone with a life’s worth of memories who could tell a greater message, one that looks at using the time you have on this earth wisely and embracing every moment.

"This video is Derek Ridgers’ story, a portrait of a man with many years of life experience and something to share. And it felt like the perfect video for Sam, as someone with a fascination in old film and photography gear, I wanted to include an additional narrative element that sees Sam and Derek meeting, with Derek passing on his wisdom.

"We cast real couples, friends, and families to have their portraits taken by Derek. I was drawn to the idea that photography could be seen as a means of paying it forward in life. Capturing moments of families and individuals, not only giving them a physical time capsule but in a greater sense, as a documentation of history. Derek’s work was the perfect fit, as someone who has documented street and club culture for almost 50 years.

"I am forever fascinated by human behaviour and I am always looking for ways to weave elements of documentary into the work I make. This was a cool opportunity to attempt to weave the two worlds of traditional observational documentary and traditional music promo as seamlessly as possible."

PRO Credits


DirectorEdie Amos
ProducerJake Parker
Production CompanyLowkey Films
Executive ProducerVanessa Mc Donnell
Production ManagerDenny Kaulbach
Director of PhotographyNatasha Duursma
Focus PullerFabio Olgiati
2nd ACScarlett Gardner
GafferSam Crook
Art DirectorKatie South
Hair & Make-upRoby Rowan
EditorShaquilla Alexander
ColouristNigel Tadyanehondo
PhotographerDerek Ridgers
CommissionerLiv West
CommissionerSam Seager
Other creditsSPARK: RYAN ANDERSON SOUND RECORDIST: MIA ZUR - ZSPIRO PHOTOGRAPHY ASSISTANT: VLADY VALA PRODUCTION ASSISTANT: RORY DAVIDSON Special Thanks To The Cast: Andrea, Bon + Ayesha, Dexter, Greg + Sol, Jayden, Levi + Dan, Lios, Maddy + Alyciah, Mai, Maryam, Abdu +Musa, Naomi + Elijah, Spiky, Theo + Jacob, Thomas

Rob Ulitski - 18th Oct 2021

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