It's all or nothing with Tobe Nwigwe and Labrinth

Some music videos sell the track. All or Nothing builds its own universe.

Directed by Tobe Nwigwe and FILFURY, and produced by Untold Studios, the video is less a conventional music promo than a cinematic apparition: part short film, part moving editorial, part sacred family portrait. Set against the vastness of the California desert, the film turns a single landscape into something constantly shifting - ocean, battlefield, dream state, ancestral ground.

“This video direction came about by chance,” says FILFURY. “I was told the idea had been passed on by multiple directors who felt it just wasn’t possible given the timeframe, budget, and available resources. But I loved the potential of the idea, so I got to work on what I love doing most: creative problem-solving.”

At the centre of that problem was a near-impossible visual contradiction. Nwigwe wanted both an ocean scene and a desert scene, but the team only had one day to shoot. FILFURY’s solution was to find a location that could hold both worlds at once.

One of the film’s defining images sees Nwigwe and Labrinth seated in a wooden canoe, stranded in the sand. Captured practically on location, the scene was later expanded by Untold Studios through VFX, with the surrounding water created using a combination of traditional craft, manual compositing and generative AI workflows. The result feels intentionally unreal: part miracle, part mirage, part metaphor.

Rather than framing AI as the story in itself, the team treated it as one tool within a much wider craft process. It sat alongside complex traditional VFX, hands-on compositing and detailed creative problem-solving, helping the artists explore the film’s dream logic while keeping the emotional reality intact. The final result wasn’t about dropping a prompt into an app; it was about using new technology with precision, taste and intent, in service of the performances, the world-building and the narrative arc.

“The VFX for this project was a lot of fun to figure out,” explains Cam Heyes at Cam Studio. “As someone who’s always trying to pull audiences into slightly strange, otherworldly visuals, it was interesting finding that balance between something that felt believable and something that could bend reality a bit. We used a super-sophisticated AI workflow to brainstorm outputs of what this world would look like and how well it complemented the live-action footage. AI wasn’t there to do the work for us, it was another creative tool in the kit. It gave us a way to quickly explore different ideas, moods and visual directions before settling on a world that felt right for the track. From there, it was about combining those ideas with traditional VFX techniques and compositing, expanding the world and creating something that felt visually rich without losing the heart of the director’s vision.”