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26 May 2021


by Syd Briscoe

Central Cee: “Ruby” - 4 mins 10s

West London's Central Cee paints a compelling portrait of his hometown in this promo for latest track 'Ruby'. The film opens with an artfully-assembled collection of monochrome footage, flashes of the Notting Hill Carnival and day-to-day struggle standing shoulder to shoulder with the looming spectre of Grenfell Tower to plunge the viewer head-first into the artist's world.

The track itself sees Central Cee follow in the footsteps of hip-hop luminary Tupac's Brenda's Got a Baby', as he details the stories of characters through rapid-fire lyrics. Ruby, young and already too worldly; Jack, orphaned and coaxed into crime. Dir. LX's neon-tinged visuals add an artistic dimension to the gritty street story, elevating the action to be both personal and emblematic all at once.

Film Production: Greatcoat Films Ⓟ Ⓦ
Director: Dir. LX Ⓟ Ⓦ
Producer: Gil Kolirin
Production M'ger: Jen Woodhouse
Executive Producer: Kareem Adeshina
1st AD: Luke Goodrich
2nd AD: Sam Page Jones
Cinematographer: Sam Meyer
1st AC / Focus Puller: Louis Vella
2nd AC: Asia Rose Killagon
Art Department: Anthony Hensman
Editor: Sam Hardy
Colourist: Caroline Morin ♀
Casting: Ola Christian

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