In Summer 2019, singer, songwriter and international superstar, Craig David, released his new single “Do You Miss Me Much” off the “Hold That Thought” album. The track is a return to the old skool garage sound that first brought Craig fame in the year 2000 and has an uplifting summer vibe and nostalgic feel.
Sony Records engaged JAM Creative Consultancy to concept, produce and develop a pop promo video that encapsulated the direction of the music in a visually exciting and unique way. The result was a film that uses clever transitions, projection mapping and VFX to transport Craig back to a pirate radio station from his youth as he transmits sound waves across the London sky.
The shoot occurred over two days and included a set build which was art directed and managed in-house. In addition, a location shoot in London involved over specialist footballers, dancers, stunt bikers and over 30 extras choreographed by Chudi Okoye.