Director's Works
Oatly, Custard by Giggs Kelvin Jones
Kelvin Jones is a self-taught filmmaker hailing from South London, whose passion for the creative arts has been a driving force in his life since a young age. Starting his career as a digital designer, Kelvin’s work in design and video-making has garnered over 600 million streams and views, and earned him collaborations with some of the biggest brands and artists in the world, including AJ Tracey, Stormzy, Jack Harlow, Ella Mai, Nike, Sony Music, Warner Music, Universal, Northface, Dr Martens, EA Sports and many more.
Kelvin’s work has been featured in prestigious brands and companies such as MTV, Complex, GQ, NME, The Face Magazine, and Hypebeast, among others. His contributions to the industry have been recognized by being nominated for Best Video at the Rated Awards. Kelvin’s ability to create innovative and versatile concepts has earned him global recognition as a platinum-selling creative director and filmmaker. He has cemented his position as a leading creative and music video director, working with some of the UK’s most talented and celebrated artists. With a passion for pushing creative boundaries, Kelvin is set to continue making his mark on the industry and inspiring audiences for years to come.
PRETTYBIRD filmmaker Kelvin Jones, together with the UK’s rap landlord, Giggs, have announced this year’s most unexpected collaboration – “Custard by Giggs”.
To bring the collaboration to life, a series of Custard by Giggs films have been produced depicting different entertaining scenarios with the rapper starring as a bake shop owner in South London. The films were directed and co-created by PRETTYBIRD's Kelvin Jones.
Director Kelvin Jones said: "It’s rare to see Giggs lend his face to a brand, so we wanted these films to make this drop feel exclusive and also bring out a side of Giggs the world doesn’t see. Giggs has a big personality, so by combining this with the community feeling of bakeshops and the taste of Oatly Custard – we crafted films that build mouthwatering anticipation whilst calling for dairy-free foods like Oatly Custard to be much more widely available, given the prevalence of lactose intolerance in our community."
Giggs, who is lactose intolerant, approached the Swedish oat drink company to share his frustration with the lack of shelf space given to dairy-free food alternatives, after he struggled to find his favourite, Oatly Vanilla Custard, in store. As a vocal lover of cake and custard, the rapper wanted to use his personal story to raise awareness of lactose intolerance, an issue that affects five million Brits*, and show that those with dairy intolerances or allergies shouldn’t have to sacrifice their favourite desserts.
