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Creative in association withGear Seven
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Family and Community Come Together in Singer Joy Crookes’ Latest Promo

04/02/2022
Production Company
Los Angeles, USA
69
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SMUGGLER's Ebeneza Blanche highlights portraits of multiple working class characters throughout this atmospheric video

Joy Crookes’ latest video for her single '19th Floor' from her debut album is flawlessly directed by Ebeneza Blanche (Little Simz, 'Point and Kill'). Blanche’s emphasis on family and community is prevalent throughout the film as he presents Joy at home with her grandmother and, with a nod to her part-Irish heritage, as she performs a traditional Irish dance in an enchanting abandoned building.

Ebeneza highlights portraits of multiple working class characters throughout this atmospheric video. He cleverly connects them as they join as a community to catch and support the man falling from the tower. It has a wonderfully nostalgic and warm tone throughout that is perfectly caught by cinematographer Jack Exton and goes hand-in-hand with the beautiful styling by Matthew Josephs and Justin Hamilton.

Ebeneza Blanche comments: “By placing Joy Crookes as the voice for the underprivileged, I wanted to create a visual that questions and provokes the viewers by spotlighting the different races and class systems in London. I also wanted to pay homage to the community affected by the tragic fire at Grenfell Tower, by showing a male falling off the roof and being caught by the bystanders to symbolise the unity and empowerment of the people. The experience working with Joy Crookes felt very organic, she is a hard worker and amazing to work with. I drew a lot of inspiration from the lyrics of the song and the conversations that took place with Joy Crookes.”

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