The director was approached to make the first video for Stormzy’s latest album.

The brief was to make a big bold audacious video showcasing Stormzy, his ordinary extraordinary life and his success. We wanted to showcase British culture through his lens.

The strategy was to create a visual that showed the artist in the happiest form he has ever been in. It was all about creating a visual that represented his life and his achievements. The challenges were making a freestyle feel more like a statement along with all the logistics of bringing a plethora of talent all the best in their fields in the space of 6 shoot days.

The idea for this visual was to create a film that takes us through all elements of the artists life. From stage to TV to moments away from the camera with his family or even waking his dogs. Amongst all of this it was also important for us to create a visual representation to the cultural impact that black music has had on the industry and how far it's come.

The craft was worked through in the edit mostly as we had to move through various different scenarios and tones whilst still keeping an 11 minute piece entertaining for the viewer. By making a visual statement or somewhat of a surprise every 2 to 3 minutes meant we could maintain the excitement throughout the whole piece without it ever feeling like it was too long which is a hard thing to do living in a world of short form content.

The video had a huge cultural impact. It was a true “break the internet” moment with instagram reposts from none other than Drake! Amongst others. 7.2 million views on youtube, over 300k likes, over 500 “reaction” videos on youtube. Featured in Metro, Refinery, BBC, Independent, Evening Standard and more.

Many references were pulled from real life content. The artist wanted this to feel as real as possible so by creating skits and scenarios was a key thing to keeping the balance between serious and amusing.

The foundation scene (everyone in white) was a cultural moment as we wanted to create a visual timeline of what has been built over the past 20 years of UK rap. Everyone dressed in white represented a pure and unapologetic moment which was a cause for a celebration bringing people from all walks of entertainment together. It wasn't a moment for just the artist, it was about the shoulders he had to stand on to be in the position he is in.

We featured some of the best in the game from footballing legends like Jose Mourinho and Ian Wright, presenters Louis Theroux and Zeze Mills, musical geniuses like Little Simz, Gabrielle, Jazzie B