LONDON, UK — PRETTYBIRD’s Kelvin Jones has directed a cinematic music video for M Huncho’s latest single “Of Course.” Shot on location during wild weather in Hastings, which Kelvin has lensed with an aesthetic that evokes Midwest America, a humorous narrative runs through the promo, based around the central character “The Plug,” played by the artist.
The release of “Of Course” is accompanied by the announcement of his upcoming mixtape, “My Neighbours Don’t Know,” set to drop on September 08. The new single showcases his signature witty and braggadocios bars, complemented by the energetic production of Mike Vegas, a prominent US producer. My Neighbours Don’t Know promises to be his most versatile and unexpected project yet, featuring collaborations and surprises that will remain undisclosed until the release day.
The accompanying music video adds another layer to the release and is directed by Kelvin out of PRETTYBIRD UK. Brit School alumni Kelvin is a self-taught filmmaker originating from South London. His work in design and video-making has earned him over 600 million streams and views.
He started his creative career as a digital designer and moved into directing, going on to collaborate with some of the biggest brands and artists in the world including AJ Tracey, Stormzy, Jack Harlow, Ella Mai, Nike, Sony Music, Warner Music, Universal, The North Face, Dr Martens, EA Sports and many more. His ability to create innovative and versatile concepts has earned him global recognition as a platinum-selling creative director and filmmaker.
Kelvin said, “It was a privilege to work with Huncho on this video, he was so easy to work with. He originally hit me up for the job and it was a no-brainer, he trusted my creative vision to create something he was more than happy with. We had a weather warning on the first day and we couldn’t move the shoot, so we were hit with heavy rain and terrible wind. We were in Hastings so the intensity of everything was worse. So pickup day here we come, and on the second we ended up leaving with the scenes we wanted but under a different scope. We used a vast array of lenses for different purposes because I was searching for a lens that had a lot of character. However, we only had our main lenses on the main shoot but we couldn’t get them on our pickup day, so we ended up shooting on Arri’s Signature Primes and the ANGÉNIEUX ZOOM LENS.”