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29 January 2019

Scared of Love

by Syd Briscoe

Rudimental: “Scared of Love” - 4 mins 05s

Rudimental get meta in this promo for latest single 'Scared of Love'. Much like 'this 2016 promo for Young Thug', director Jamie-James Medina has created a film about how his original concept fell apart.

Medina's effort takes a far more reflective tone - probably because the director wasn't stood up by the artist for no reason. Instead, Medina uses graphics to chart the development of ideas and the layers of approval and collaboration they go through before hitting the screen... unless plans fall through at the last minute because the singer is stuck in Africa, of course.

Not only does the result make for an extremely watchable promo (and make us hope that's the director's real desktop background being used), but it serves as something of an eye-opener for anyone who didn't realise just how much work goes into putting together this kind of production in the modern world - even if there's still time to play chess in the corner of the screen throughout.

Film Production: Forever Ⓟ Ⓦ
Director: Jamie-James Medina
Producer: Savvas Stavrou
Executive Producer: Sasha Nixon
Cinematographer: Olan Collardy Ⓦ (Vision Ⓟ Ⓦ)
Art Department: Xander Mitchell
Make-Up: Alex Gregory
Grade: The Mill Ⓟ Ⓦ
Animation VFX: Fons Schiedon

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