Kelvin Jones Directs Promo for Aitch’s Fuego with KODE

Fuego is the final single to be released from Manchester rapper Aitch’s debut album, Close To Home. Directed by long-term visual collaborator Kelvin Jones through KODE, the 3.16” video brings audiences back to Aitch’s trademark lyricism and cheeky suave. 

Kelvin turns up the heat in the promo; Fuego, meaning ‘fire’ is captured both figuratively and literally. From a flipped burning car, umbrellas erupting in flames, to computers shutting down due to ‘extreme heat’, the film captures a uniquely chaotic intensity. 

Production made use of probe lenses and large-format cameras to experiment with depth and perspectives, and locked-off cameras with fish-eye effects and a handheld cam were utilised to emphasise movement. 

Kelvin Jones, director said “Fuego is an action-packed chaotic video; we wanted to embody Aitch's lyrics through the video by having visually aesthetic scenes that are also chaotic. When Aitch and I first sat down, we had a whole eight+ scene idea of fun things we could do, but as time went on we chopped it down to create order. Fuego symbolises fire so we wanted to have as much fiery stuff going on to capture the idea behind the track.

Shoot day was very fun, we played around with probe lenses and large format cameras to capture the depth of all of the scenes. We even got a grill made for Aitch that we sorted out days before the shoot so that he could wear it for the extreme close-up scenes. We always have fun with Aitch on set and he is willing to do most of the things I tell him for a great shot, he even comes up with fun ideas that add to the video to make it even better. We have a lot of chemistry, so it is usually a breeze and we are always on the same page. We also went all out and spent money on a car flip that our producer put forward to us, I then sent Aitch the reference video of the car flip and we said "yep this needs to be in the video" so we made it happen no matter what.”