Rob Ulitski - 30th June 2021

Directing duo JAK riff on the perpetual presence of lockdown in the action-packed promo for Rudimental's Straight From The Heart. 

Opening with a selection of abstract POV shots and run-ins with various members of the public, the protagonist is revealed to have a boombox for a head, and an insatiable urge to go out and party. 

Infused with a frenetic, unabashed energy and influenced by videos such as the iconic Jonas Åkerlund-directed video for The Prodigy's Smack My B**** Up, the video has a refreshing concept and a confident perspective, and is an exciting sneak peek of Rudimental's latest album release coming September 3rd. 

PRO Credits

Credits

DirectorJAK
ProducerGrainne Dwyer
ProducerMaggie McDermott
ProducerCarla Thomas
Production CompanyNtropic
Executive ProducerOllie Allgrove
Production ManagerEmily Power
1st ADDrew Maitland
Director of PhotographyLuke Jacobs
Focus PullerJJ Sullivan
2nd ACAnna O'carroll
GafferEoghan Hand
EditorMeg Thorne
Editing companyThe Quarry
ColouristKarol Cybulksi
Post ProducerMelissa Trindade
VFXDaydreamer Vfx
Director's RepresentationAlexa Haywood at Free Agent UK
CommissionerKim Jarrett
LabelAtlantic Records
Other creditsECD: Aidan Gibbons 2nd AD: Zoe Brennan Whitmore

Rob Ulitski - 30th June 2021

Related Content

video

Fazer 'Killer' by JaK FrSH

"It was important to me and Fazer to bring in a fashion element into a pop/rappers world," explains JaK. "I took Fazer's initial concept and styled it into a Sin City, Bladerunner visual as I …

Jimmy Brown - 6th July 2012

video

Smiler 'Whoa' by JAK FrSH

JAK FrSH creates a party atmosphere for Smiler in his promo for the UK rapper's Whoa single.

Jimmy Brown - 28th June 2013

video

Bastille 'Distorted Light Beam' by Jak Payne

Jak Payne steps into the future for Bastille’s new single Distorted Light Beam, opening the door to a world where tech advances allow users to explore multiple realities, as they plug-in and exist …

Promonews - 4 months ago

Latest News