Rob Ulitski - 11th Nov 2020

Rising star Allegra battles the pressures of social media, in Rupert Bryan's promo for Do What I Want. 

The video explores the struggles of being a young female pop star, who is fighting to stay true to who she is front and centre - it’s a vivid ode to confidence and going your own way.

Using a combination of poppy practical effects, dynamic VFX and choreography, Bryan directs a frenetic, feel-good journey that marks Allegra’s return to music videos.


Allegra had a clear vision, and gave me space to have fun with it. 

"Allegra had a really clear vision of the kind of visual identity and sensibility that she wanted in her video. The seed of the idea actually came from Allegra’s management Chris Herbert and working with her music producer Matt Meyers. Importantly she gave my team and I a lot of space to have fun with it and push it into the vivid world we created. 

"As is always true, this video is a result of the collaboration and insane teamwork. Every music video shoot is, but this has never been truer than when filming within the COVID guidelines. Still, everyone was totally in sync on the day and I’m really proud of the video we brought together in these times."

PRO Credits


DirectorRupert Bryan
ProducerRupert Bryan
Production CompanyMph Film
Executive ProducerChris Herbert
Creative ConsultantAisling Knight
Production ManagerLouisa Edwards
1st ADKashman Harris
Director of PhotographyArran Green
Focus PullerAustin Philips
2nd ACLea Aubigne
GafferMassimo Filippi
Art DirectorAnna Kezia Williams
WardrobeZoe Graham
HairTabitha Kyprianou
Make-upBeth Mckendrick
EditorBen Clayton
Editing companyMph Film
ColouristNevan Carey
Post production companyMph Film
Post ProducerRupert Bryan
CommissionerMatt Meyers
Other creditsVFX: Adam Seeley, Rassoul Edji, Ben Harris Cast: Grace Swaby Moore, Ross Clifton, Sylvia Wong, Megan Hollis, Shem Hamilton, Isabella Waldron

Rob Ulitski - 11th Nov 2020

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