Rob Ulitski - 18th Oct 2021

Morgan Harper-Jones enlists Alfie Johnson to craft the emotive visuals for her latest single All I Do.

The promo combines stock footage with live-action plates, aiming to make the audience feel more connected in such a disconnected time.

The contrast of vintage visuals and custom-shot footage creates an anachronistic aesthetic which blurs time and space, whilst the use of repetition and replication of selected compositions helps connect the past and present. 


We wanted to give those [old] clips new meanings.

“I wanted to echo the key feeling of the song, and rewrite the past - rewrite, reuse and recycle old footage and make it into something new.

"I was constantly inspired during the edit process as these clips took on different meanings with each cut, the film started making itself.

"We didn’t shy away from clips that may hold some controversy if shown today. Rather we wanted to give those clips new meanings, show how far we’ve come since then, and in some cases, how little has changed.”

PRO Credits


DirectorAlfie Johnson
ProducerNadine Leswi
Production CompanyThe Mill
Executive ProducerJosh Davies
Executive ProducerMichelle Kendrick
Director of PhotographyTom English
EditorVictoria Man
Editing companyThe Quarry
ColouristTim Martin
Post production companyThe Mill
Post ProducerHannah Jarrold
Director's RepresentationThe Mill
CommissionerAnis Marks
LabelPias / Play It Again Sam

Rob Ulitski - 18th Oct 2021

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