Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

Snakehips 'Cruel' (Feat. Zayn)

London Alley director Alex Southam, creates a world of city nightscapes for Snakehip's track Cruel featuring ex-One Direction singer Zayn. Inspired by the heavily-neon, urban aesthetic of Blade Runner, the video plays upon a distorted post-production technique, seamlessly tracking forwards through the various fluorescent locations. Alex enlisted VFX juggernauts Coffee & TV and created the 2D/3D animations himself with Lev Bravo. Expertly shot by Rob Witt, the resulting video sure is a colourful, visually engaging and energetic pop promo.

Production Company

Production Company: London Alley UK

Executive Producer: Jess Bell

Director: Alex Southam

DOP: Rob Witt

Producer: Rachel Rumbold

Directors Rep: OB Management

Choreographer: Aaron Sillis

Line Producer: Ryan Huffman

Art Department Assistant: Laurie Walters

Production Designer: Zach Apo-Tsang

Production Service

Production Service Company: Anthem Films


Edit Company: Cut & Run

Editor: Chris Roebuck

Post Production / VFX

Post Production Company: Coffee & TV

Colourist: Dan Moran

Producer: Chris Chard

2D : Lev Bravo & Alex Southam

Record Label

Commissioner : Dan Millar & Lisa Foo

Record Label: Sony Music

Category: Music video

Genre: Editing, Experiential, Fashion & Beauty, Music performance, People, Visual VFX, choreography