Filmed on the urban streets of London at night, the piece follows De La Cruz as he and three alternative versions of himself rap to his new track ‘Know About Me’. The promo see’s De La Cruz conveying very different characters, all travelling together in his 1990’s VW Jetta, with seemingly no real destination. As the four cause mayhem, and continually annoy one another, the promo takes a sudden darker turn. Viewers soon see De La Cruz burying the body of one of his ‘selves’, with the promo quickly cutting dead.
Mill Shoot Supervisor Souhail Wilson explains, ‘As soon as we saw the storyboard and concept work for the promo, we knew that this was something we wanted to be part of. Bouha's fantastic creative vision and clear direction really allowed us to drive this project forward both technically and creatively.
The central theme of having five Ryan's in the car at the same time proved a real technical challenge. By carefully planning shots in advance, and utilising some of the latest body scan technology we have in the building, we were able to seamlessly stitch all the different elements together to create something really successful.
Even though the video has some dark undertones, Ryan's exuberance and personality really shone through on the shoot. The final video takes the viewer on an extreme yet rhythmically emotional journey that compliments the track perfectly.’
Mill Colourist Oisin O’Driscoll comments, ‘A great mix of sodium and LED lights on the street gave me the inspiration for the grade. I wanted to reduce the sodium's while pulling out the hints of blues coming from the LED’s. This kept the skin tone as rich as possible which we achieved by really crunching down on the mid-tones.
It was challenging to keep consistency with the lighting outside the windows, so we used a few keys and masks to keep common colour tones between shots which helped keep a fluid narrative. I feel this all culminated in a really strong look and a lovely narrative that transitions with ease through the video.'