‘Modest’ - Lobo

‘Modest’ - Lobo

Alex Lobo Moreno is a British rap artist. ‘Modest’ as a music video tells a story of fractured self-image, through the lens of a music video production team, literally. The artist’s many psychological facets are splintered; exploited by the ‘Director’ and ‘Cameraman’ (all played by Alex Lobo Moreno) who, representing the industry as a whole, are wringing our character 'Straightjacket' of his freedom and individuality. The result is an expression of yearning for freedom from this self-imposed oppression, we watch the artist struggle to break free from the concept of Modesty.

  • Jack Richardson
  • Nigel Bailey
  • Alex Lobo Moreno
    Key Cast
  • Sherrie Edgar
    1st AD
  • Debbie Hartill
    Costume Designer
  • Kim Hackleman
    Production Floor Manager
  • Bonny John
  • Debbie Hartill
    Cam ops
  • Oana Catalina
    Cam ops
  • Hayley Salter
    Cam ops
  • James Ellis
  • Lori Hopkins
  • Shakqwille Millington
  • Robbie Dalal
  • Project Type:
    Music Video
  • Genres:
    Rap, Grime
  • Runtime:
    3 minutes 42 seconds
  • Completion Date:
    May 1, 2023
  • Production Budget:
    0 GBP
  • Country of Origin:
    United Kingdom
  • Country of Filming:
    United Kingdom
  • Language:
  • Shooting Format:
    Digital, Blackmagic, Sony S
  • Aspect Ratio:
  • Film Color:
    Black & White and Color
  • First-time Filmmaker:
  • Student Project:
    Yes - Stratford-upon-Avon College Bootcamp
Director Biography - Jack Richardson

Jack is a Director and Cinematographer based in Warwickshire, UK. He trained as an actor at the Royal Birmingham Conservatoire, before moving behind the camera and into production to continue exploring his creative drive. He is Creative Director of Run Home Productions, which operates across multiple industries and specialises in cross collaborative live theatre production filming.

Add Director Biography
Director Statement

This music video was the result of the hard work and commitment of Stratford-upon-Avon college's ‘Filming Live Performance Bootcamp’ students. It was for many of them, their first involvement in filming of any kind. We are indebted to the Stratford-upon-Avon college for the free use of their studio for the location, and for their guidance and support during the course that preceded production.

Modest follows the internal struggle that we all find inside ourselves; the battle between outward image and inner truth. The artist Alex 'Lobo' Moreno - our protagonist - symbolises the Freudian psyche fractured into its constituent parts: the ID, the Ego and the Super-ego. As each of these personifications battle for control, we see an artist struggling to break free (the ID) being manipulated and exploited by the production crew and Director (ego and superego). The artist must abandon modesty to realise his full potential.

Shot experimentally utilising a combination of studio cameras, vision mixed live and composited in post, with cine cameras used for specific setups.

This as-live style allowed us to consider each take as an isolated performance and gave the artist the space needed to physically exhaust himself in his struggle to break free of the bonds of his straitjacket - which, it has to be highlighted - was expertly crafted with a day's notice by our very talented costume designer Debbie Hartill.