Felix Brady Redefines the Rap Aesthetic in New Promo ‘Hocus Pocus’ for Unknown T and Loyle Carner

Stink Films is pleased to present a one-of-a-kind collaboration between director Felix Brady, Unknown T and Loyle Carner, delivering what Hypebeast has called ‘The UK Rap Video of the Year’.

The striking promo for the ‘Hocus Pocus’ track pushes the boundaries of conventional rap aesthetics, offering a unique blend of performance and visual storytelling. Directed by Stink Films’ Felix Brady, it intertwines surrealist visuals inspired by past and present popular culture, with striking cinematography, clever VFX and bespoke animation. 

Through a transformative lens, Felix takes everyday objects and distorts their familiarity, conjuring a world of magic and quirky happenings - we see cars mounted on hydraulic arms, a vibrant colour palette, visual illusions and nostalgic '90s gaming iconography.

Felix intentionally ideated the promo to subvert the expectations often associated with both artists. Loyle Carner is presented in a much more dominating way, contrary to his familiar and softer public image, while Unknown T’s persona shows a shift from his drill days. The promo also features an iconic 360-degree shot of Loyle Carner on a swing that is already making waves on the internet.

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.”