GET THE BAG, SPLIT THE PROFIT
The fashion film witnesses a money heist featuring a group of mobsters rioting the streets of East London in search of the highly anticipated Danfo bag.
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Filmmaker Statement

"GET THE BAG SPLIT THE PROFIT" Is a fashion film for the London-based, Nigeria-crafted, bag brand "Lu by Lu" that strives to break the rules of fashion campaigns presenting something out of the box. The robbery, and all its anticipation, not only brings value to the product itself but also presents different characters, all inspired by communities in London, showcasing an almost surreal and over the top world celebrating - while also bringing humour to - the reality of this city. The act of stealing can also be read as a metaphor for reclamation married with the Nigerian dialect captions paired with characters from non-African backgrounds. Louie wanted to bring shock value while speaking his truth in a surreal and poetic way and I did my best to bring his vision to life. It was shot on 16mm with a great, local team on City Road. ps. if you look closely, our lead Koko Barno points at the "thiefs" while speaking with a police car that stopped asking what was going on :)

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