'90s New York Comes to Life in This Love Letter to Hell's Kitchen

Drawing on her New York roots and passion for the city, Kajal directed a high-energy promo for 'Hell’s Kitchen' via production company FELA and creative agency AKA. 'Hell’s Kitchen' is a new musical created by artist Alicia Keys, coming to Broadway on April 20th, 2024. The promo is a celebration of community and the poetic artistry of Alicia who sings and performs the show’s titular track 'Kaleidoscope' backed by actress/singer Maleah Joi Moon who stars in the show. 

The performers in the promo are cast members from 'Hell’s Kitchen' and radiate the colours of '90s NYC through fashion, dance, and design. Music and lyrics for 'Hell’s Kitchen' were written by Alicia, and tell the story of Ali, a 17-year-old desperate to live out her New York dream facing hard truths about race, defiance, and growing up. 

"Alicia and I wanted this to feel colourful, layered, and bright, just like a kaleidoscope," said Kajal. "Having the ability to direct this in the apartment complex she grew up in made the story that much more genuine and intentional. I got to create with Alicia Keys, Maleah Moon, and the cast and crew in a way that felt playful - like we were all long-time homies just coming together for a good time. You could feel that sense of community all around. This was a love letter to Hell’s Kitchen and every single person involved had their hand in writing it."