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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

Line Producer: Ryan Huffman

Art Department Assistant: Laurie Walters

Directors Rep: OB Management

Choreographer: Aaron Sillis

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

3D Artists (cont.): Lev Bravo & Alex Southam

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