Rob Ulitski - 24th Nov 2021

Niko B is reflecting on a day from Hell, in directing duo Racer's creative promo for It's All Gone. 

Inside a custom-built set, Milton Keynes native Niko B performs in tandem with his lyrics, acting out the various challenges of the past 24 hours, whilst keeping a cheeky and playful demeanour throughout. 

It isn't long before things go a little sideways, with guest cameos from llamas and angry dads, but Niko takes it all in this stride. 

The art direction in particular deserves a shoutout in this project, taking inspiration from nostalgic videos and artwork, whilst managing to keep a minimal yet vibrant feel throughout. 

PRO Credits


ProducerJude Swan
Production CompanyFriends Are Always Welcomed.
Executive ProducerOniqur Rahman
1st ADJoey Barlow
Director of PhotographyBilly Kendall
Focus PullerGabriel Niedojadlo
2nd ACJorge Higgins
Art DirectorMari Esa
ColouristDan Levy
Grading companyRascal Post
Director's RepresentationOB Management
CommissionerEmily Sonnet

Rob Ulitski - 24th Nov 2021

Related Content

Latest News


Anthony Taylor 1958 - 2021

Anthony Taylor, producer of many acclaimed and award-winning commercials, most recently at Kode …

Promonews - 16 days ago


Silence signs to Spindle

Spindle have signed the director known as Silence to the company's directing roster for …

Promonews - 20 days ago