RUDIMENTAL - FREE

Back when I was developing new talent at London-based production house Mind’s Eye, I had the chance to Executive Produce Free—a standout music video for Rudimental and Emeli Sandé, directed by the fearless Stu Thomson.

The video blends two narratives: one soaring high above the Swiss Alps, where real-life wingsuit flyer Jokke Sommer throws himself off the edge of the Eiger; the other grounded in London, where a boy rises above bullying through a powerful connection with falconry. I worked closely with Stu to help shape the emotional arc of the film, ensuring the story landed just as powerfully as the visuals. We refined the parallel narratives to bring out the poetry and punch in each.

The shoot itself was an ambitious beast, logistically intense, altitude-testing, and full of real jeopardy. My role was to keep things moving smoothly while helping translate the vision into something coherent, cinematic, and unforgettable. It’s still one of the most visually arresting projects I’ve had the pleasure of shepherding to the finish line.