Director Fred Rowson explains his vision for the track, saying: “From the moment I heard this track with Tinie’s vocal, I knew that the video would have to be visceral, distinctive, and have real swagger. I wanted it to be iconic, with an industrial, almost gothic aesthetic that we’ve created through the colour scheme and the physical installation that we built.
“The choreography is central to the way the video develops, and I took Rick Guest’s Royal Ballet photography as a reference point for how we’d portray this. We’ve edited the performances so they build in intensity to really capture the tone of the music”.
Director: Fred Rowson
Producer: Corin Taylor
Flame Artist: Venancio David
VFX Artists: Emma Taylor & Miguel Algora
Editor: Edward Cheeseman
Assistant Editor: Kit Wells