Rob Ulitski - 22nd Sept 2020

Luke Monaghan directs a defiant tale of love lived without regret for Sam Smith's Diamonds.

Following their collaborations on How Do You Sleep, Too Good At Goodbyes and Writing's On The Wall, this promo finds Smith in a stripped-out bedroom, dancing their heart out as blinding flashes of light pulsate through the windows. 

Conceptual and introspective, this is not the first time we've seen Smith take on choreography, but it's definitely a step up in skill and ambition. And the choice to bring in choreographer Holly Blakey is an inspired one, resulting in movements that encapsulate the emotional rollercoaster of the narrative. 

PRO Credits


DirectorLuke Monaghan
ProducerAlex Jefferson
Production CompanyBlack Dog Films
Executive ProducerMartin Roker
Production ManagerSavvas Stavrou
1st ADDaniel Smith
Director of PhotographyRina Yang
Focus PullerKate Molins
2nd ACJonny Lewis
GafferGenki McClure
Art DirectorArthur De Borman
WardrobeBen Reardon
HairAnne Sophie Costa
Make-upAnne Sophie Costa
EditorLizzy Graham
Editing companyWhite House Post
ColouristRicky Gausis
Grading companyMPC LA
Post production companyMPC London
Post ProducerGrace Thorpe
LabelCapitol Records
ChoreographyHolly Blakey
Film LaboratoryCinelab Film and Digital

Rob Ulitski - 22nd Sept 2020

Related Content


Luke Monaghan signs to Rokkit

Luke Monaghan, formerly one half of the directing duo Luke + Barber, has joined Rokkit for music videos and commercials. He also directed a short doc on boxer Carl Froch, and Luke has also worked …

David Knight - 1st Oct 2012


ASOS: Charlotte by Luke Monaghan

Online fashion retailer ASOS launches its global Christmas campaign, which features three separate videos showing Azealia Banks, Ellie Goulding and supermodel Charlotte Free, each showcasing the …

Jimmy Brown - 31st Oct 2012

Latest News