We shot this epic music promo for Eminem and Ed Sheeran’s single River in what felt like the dead of night. To accommodate Ed’s busy schedule, we worked creatively with very little notice, setting up on a disused airfield near his home in the British countryside.
The music video embraced a raw, documentary-style aesthetic, blending handheld camerawork with dramatic, cinematic lighting. The visuals we crafted created an intense, emotionally charged atmosphere, using desaturated tones and intimate close-ups to heighten the song’s themes of love, regret, and turmoil. Its fragmented storytelling, interwoven with confession-style interviews, enhanced the sense of realism, making it feel almost like a found-footage film unraveling a deeply personal narrative.
The set was designed to withstand every SFX element we could imagine—it had it all. We brought in a vast array of breakaway props, ready to be hurled across the set in high-energy action sequences. SFX burst air and smoke through the window panes, while torrential rain poured in from above, creating a visually dynamic and immersive environment.
This was an iconic promo, designed by Mark Connell and brought to life by our fantastic team of creatives.
RIVER // AMMOLITE INC
The colour palette was predominantly desaturated, leaning into muted blues, greys, and earthy tones that reinforced the sombre mood. This washed-out aesthetic gave the video a documentary-like feel, emphasising themes of regret and emotional conflict. The use of dim, natural lighting and heavy shadows further heightened the dramatic, intimate atmosphere, making the visuals feel almost voyeuristic.
Textures played a crucial role in shaping the video’s visual identity. The grainy, handheld camera work introduced an unpolished, almost chaotic energy that mirrored the turbulence of the narrative. The contrast between rough, exposed brick walls and softer, more intimate textures—such as crumpled sheets and worn fabric—added depth to the scenes, symbolising both emotional and physical vulnerability.
Ornate wooden panelling, vintage wallpaper, and heavy drapes evoked a sense of history and confinement, possibly reflecting the weight of past mistakes. The grandeur of these interiors, juxtaposed with the messy, volatile relationships depicted, created a visual tension that underscored the song’s themes of love, betrayal, and remorse. The choice of these interiors, rather than a more contemporary setting, added an almost gothic element to the video, reinforcing the idea that the characters were trapped in their own emotional turmoil.
