Atlanta-based Christian hip-hop artist Lecrae, known for music with an unabashed edginess that challenges the church to live up to its potential, has turned out this music video for the single “Spread the Opps” from his mixtape Church Clothes 4.
The video was directed by Ray Neutron via production company Institute (sister company of Girl Culture Films).
Throughout the video, viewers are exposed to a kaleidoscope of arresting vignettes inspired by moments of exploitation from Lecrae’s life and career. The vignettes range from a diner scene paying homage to Goodfellas’ iconic betrayal moment between Henry Hill (Ray Liotta) and Jimmy Conway (Robert De Niro), to a poignant recreation of James Baldwin and Nikki Giovanni’s A Conversation (1971). Lecrae also reads a burning newspaper, symbolizing the numerous controversies of American life which he has explored in his artistic career.
Also based in Atlanta, director Neutron shared, “’Spread the Opps’ feels like equal parts imprecatory psalm, personal excavation, and charitable warning— a final act of diplomacy. I found myself interested in his inner turmoil and specific inflection points on his journey of realization, how these experiences reverberate outside of Lecrae the individual, and their broader implications in society.”
Credits
Music Video Artist Lecrae Production Company Institute Ray Neutron, director; Matt Shonfeld, managing director/partner; Tori Palmatier, exec producer; Jessica Zerby, producer; Tara Ansley, line producer; Brandice Lawson, assistant director; Alejandro Ramos, DP; Timothy Kelly, production designer; David Luse, location manager; Tyler Bradley, 1st AC; Jeffrey Tidwell, 2nd AC.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More