senckađ
Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Aitch Reflects on Family Life in Touching Track 'My G' Featuring Ed Sheeran

26/08/2022
Production Company
London, UK
9.7k
Share
Directed Kelvin Jones through KODE, the track dedicated to Aitch's younger sister Gracie sees funds going to the Down’s Syndrome Association

Kelvin Jones has directed a music promo for ‘My G’ ft Ed Sheeran, a song from the recently released, debut album of young British rapper, Aitch. The 3,42” music promo was directed through the London based production house, KODE, with the majority of the video budget donated to the Down’s Syndrome Association. The stripped-back promo centres around Aitch writing a letter to his younger sister, Gracie, reflecting on their relationship and the love he has for her. 

Featuring artist Ed Sheeran as an animated illustration, the award-winning singer-songwriter sings the lyrical verses of the song. Aitch, the central figure within the promo, is positioned in front of an old-fashioned television set displaying images and memories of Aitch and his sister growing up. 

The deeply personal and honest song reflects on Aitch’s relationship with his sister, from meeting her as a baby to the present day, ensuring her that no matter what, she is always, ‘My G’. The closeness and importance of their bond as siblings is conveyed through Aitch directly addressing his sister through his lyrics, talking of his commitment to her and his whole family. 

The promo was filmed on a day-long shoot at the Langdon Down Centre, the home of the Down’s Syndrome Association Charity. The Centre opened in 1868, as a home and place of education for people with learning disabilities. The centre broke boundaries and stigmas at the time of it’s opening, it is therefore significant that is the setting of this promo, which talks of acceptance and unconditional love. 

Kelvin Jones, director, “I have a close relationship with Aitch in and out of work, and it was a huge privilege to work on this song which is dedicated to his sister, who we all know and love. It was a pleasure to bring this visual to life and try new things at the same time - this was my first time working with animation and I enjoyed it a lot, I will definitely be doing that again.” 

Credits
Production
Post Production / VFX
Editorial
Animation
More News from Kode
Hires, Wins & Business
Director Taz Tron Delix Signs with KODE
05/02/2024
61
0
ALL THEIR NEWS
Work from Kode
Valspar
Shake It Up
22/03/2024
12
0
Magic LIfe
TUI
20/03/2024
13
0
Team of the Year
EA Sports
09/01/2024
15
0
ALL THEIR WORK