Craig David is back, back, back! Sixteen years after infiltrating the UK pop consciousness with hits like “Re-Rewind” and “Fill Me In”, he’s been a near-constant present on the charts thanks to singles like “When the Bassline Drops” and “One More Time” – not to mention astute team-ups with Katy B and Blonde, and his lively TS5 parties.
Now David is readying his sixth studio album Following My Intuition, which brings his classic blend of UK garage and R&B into the present with its mixture of contemporary British dance styles.
The video for latest single “Ain’t Giving Up” (made with Norwich-reared producer Sigala) is simple and pared-down, but stylish. It was shot in one take using a 360-degree circular track and two cameras, with the result being a split-screen video that emphasises movement and choreography above any elaborate concepts.
“The team and Craig got together to create something fresh and exciting for this one,” says director Carly Cussen. “We used a two-camera set up to create a split screen visual, capturing an exciting and unpredictable performance of Craig.”
“My last video caught an insight into the whole TS5 vibe and what it’s like to be at one of my house parties,” says David. “So with this video for ‘Ain’t Giving Up’, I wanted something simple. It was a really fun video to make and captures me in the time and moment.”
Watch the video below, and revisit Craig David’s heartbreakers playlist.
Craig David’s Following My Intuition is out September 30
