Stefflon Don Dreams of Nollywood in Day in the Life Video 'Can't Let You Go'

Adriaan Louw directs the new promo for British rapper / singer-songwriter Stefflon Don. The ‘day in the life’ style film, set in a North London film studio, takes inspiration from Nollywood films that merge with Steff’s world. 

This is the first time Steff has ventured into Afrobeats, so the film pays ode to that through visuals, choreography, and set build. At the same time, the audience is kept in London as the camera pans past the sets and reveals what is behind the scenes. Steff becomes the movie star that jumps between each set. 

Toby Walsham, EP at FAMILIA: “On this production we were able to embrace our entire location, spilling past our scenes and getting a look-in to what’s going on behind the scenes. We were able to shoot really organically, so within the first 30 seconds of the film you’re given a 360 degree view of the chaos of an actual film set. Every scene has this moment where we’re with Steff in her ‘movie’ world, and then it takes us further, stepping out of the glamour and giving us an insight into a more playful ‘off-camera’ Steff.” 

Adriaan Louw, director: “Being able to make a film that shows Steff stepping out of the boundaries of her music genre was really interesting. Visually I wanted to do the same for Steff. The choreography and the performance came really naturally to Steff, and it was great seeing how much fun she had with it. I guess what's great about it is that her fans get to see a different side of her than they might know. 

We wanted to merge a visual style that is what's current within an african context and the UK right now, and we were really lucky to work with great talents to achieve something that stays true to this. Our amazing art director, Jade Adeyemi, was able to stretch her budget and totally nail it. Her attitude was so optimistic, and her ability to design beautiful, authentic feeling sets elevated our film tenfold.”.