Felix Brady said: “It’s a visually-forward film. I wanted back-to-back grandiose scenes that are performance-focused. I was inspired by technology, play and contemporary design but I also really wanted to push the rap envelope. It’s all play - the car, which is emblematic of rap videos, exists as a gyrating sculpture in the background, like a piece of modern art. The infinite hole-in-one golf scenes. Loyle in a speedboat is reminiscent of those coin-operated kiddie rides outside Asda. The kid on the bike searching the park harks back to Pokémon Go. Loyle loop-the-looping on a swing. Tetris inspired the floating building scene… We had fun with it.”

Felix Brady’s style combines the best of technical wizardry and creative expression with an innovative approach that draws from traditional storytelling modes. As one of the leading creative directors in LED volumes, he has a unique ability to bring ambitious scripts to life in one space. His fearlessness of cutting edge technology and camera techniques have led to numerous collaborations with global brands such as Samsung, Nike, and Ubisoft. Felix has been recognised & won multiple times at The One Show, UKMVA, D&AD, LSFF, AICP, Kinsale Sharks, British Arrows and Creative Circle.