The music video for ‘Anywhere We Go’ by DJ Lag and Shekhinah droped recently as a collaboration with Adidas on the Nite Jogger sneakers, made for the night time creator. The video is directed by Kyle Lewis, who speaks here about his work, his love of film, the music video and collaboration.
Tell us a bit about yourself and your journey as a director?
My journey as a film maker started from a very young age. It’s always been there. It’s been my source of self-expression, comfort and joy. I made my start professionally in the world of music videos which has lead me to transition into commercials and film.
When did you have your creative awakening and realise that you wanted to pursue a career in film?
I was 8 years old, and I saw the behind the scenes of Jurassic Park. I was mystified by how they innovated with puppetry, miniatures and the like. From that moment I was hooked. I catered everything in my life from that age to pursue my career as a director.
How would you describe your signature style of direction and what lights you up from a creative point of view?
I love organic visuals and achieving as much in camera as possible. I’ve always been very influenced by the past but always interested in what is current and what’s next.
It’s never too late to pursue your vision. How does the night spark your creativity?
All my greatest ideas have come at night. Those moments of quiet isolation bring so much creative energy for me. It’s like for a short while no one can contact me so I have the opportunity to explore my ideas without interruption.
What does the role of technology such as social media play in the way that you collaborate with other night-time creatives?
Technology is everything in the current film making landscape. Technology connects us like never before and the fact that other night owls are contactable on so many mediums makes collaboration that much more accessible. All my biggest deals or contacts I have made have come from social media. Social media also directly affect my work as everything is web based now; having insight into others and insight into consumer markets is extremely valuable.
As a creative, what is the best advice you’ve received?
Patience, patience, patience! Overall, the best advice I’ve been given and can give to others is to trust in the process because nothing great happens overnight. Stick to it, hustle hard and expand yourself as a film maker daily. There is no defined finish line for success in this industry, so be kind to yourself and have faith that your dreams WILL be realised.
Can you tell us what drew you to the DJ Lag x Shekhinah single?
This piece, from the very beginning, had the notion of collaboration and the collaboration between Dj Lag and Shekhinah is palpable. I’m always drawn to when two artists from very different genres of music come together to create something so special and so unique. Something that could only have happened through their collaboration and shared knowledge of their different genres. Plus it’s a beautiful track.
Talk us through the process and experience of conceptualising, producing and shooting the Nite Jogger ‘Anywhere We Go’ music video.
It’s always wonderful getting creative freedom in a piece, so I always see these projects as a labor of love and something I truly enjoy. We had such a phenomenal crew of passionate filmmakers coupled with an incredibly talent dancer, which made this process just wonderful.
How would you describe the music video in one sentence?
A sci-fi exploration into the inner emotional turmoil of a young man, all told through the form of dance.
As a creator brand, Adidas puts creativity and open-source collaboration at the heart of everything that they do. What has your experience been like, connecting with the brand and everyone else involved on this project?
I’ve always been a great fan of the Adidas brand. Adidas celebrates creativity and individuality and serves as a peer rather than a superior to their consumers. I stand by any brand who allows creatives to be creative and celebrate what it means to be an individual. The brands aesthetic matches mine so much so the experience overall was a great success.