LONDON.MOV

This project explores the social dynamics of London’s urban landscape through the lens of underground culture and youth culture. Through addressing themes of the cost-of-living crisis, gentrification, and capitalism, the music video functions as an immersive, retro-inspired visual journal that documents the city’s evolving cultural identity.

 

The work gives a perspective on how youth culture responds to these pressures through streetwear fashion, urban expression, and escapist modes of living, positioning style and creativity as forms of resistance within the modern-day city.

 

As Creative Director, I led the project from concept to execution, overseeing styling, narrative, photography, and overall visual direction. I  edited and enhanced the final film, incorporating VFX and post-production techniques. The project allowed me to expand my technical and creative skill set, including working with professional camera equipment for both videography and photography, and developing a more integrated approach to moving image and visual storytelling.