Rudimental “Not Giving In”

So another video that they showed at the Saatchi & Saatchi New Director’s Showcase at the Cannes Lions Awards was one by director Josh Cole. Off the bat, Cole’s photography got me excited – worldly, adventurous, loaded with beautiful colour – it instills overwhelming wanderlust. And I am definitely excited to go through the rest of his work. The video showcased here is for the Rudimental track “Not Giving In” shot around the slums of Manila, Thailand. It follows two best friends who frequently pick pocket. The one chooses to pursue that troubled life by involving himself in gangsterism and crime, and the other decides to escape it through dance – both still part of street culture and looking for role models. It sounds a little cheesy but it’s all captured so beautifully.


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