Jimmy Brown - 19th Feb 2014

Shot in a boxing ring in North London, Craig Moore translates the demanding narrative in Negash Ali's Fire In The Sky - a rags-to-riches tale of a rapper's troubled past  - using engaging imagery and a stereoscopic rig, achieving an energetic and stimulating feel throughout.


"It was obvious that Fire In The Sky came from a personal place for Negash, and I wanted to translate his story by showing the viewer how much hard work goes into achieving your dreams.
"It was basically Negash verses himself and that’s why we felt that flashes of his INNER BEAST was a fitting alternative to having him fight someone else in the ring. His never-say-die attitude, which he conveys through his music, was on display as the physical nature of the shoot pushed him to the limit.
"The challenge was to keep things interesting and that’s where the stereoscopic rig added energy to his performance, bringing an original dynamic to a simple narrative."

PRO Credits


DirectorCraig Moore
Production CompanyFAMILIA
ProducerSophie Brooks
Director's RepresentationMarisa Garner Associates
Director of PhotographyMatt North
1st ACDani Kitchener
EditorOwen O'Sullivan
ColouristJon Leese-Pomfret
Grading companyPrime Focus
StylistGrace Snell
Make-upKaty Nixon
Label10 Thousand Music
CommissionerLine Rindvig

Jimmy Brown - 19th Feb 2014

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