"i see red"

7 April 2026

3 mins

i see red

Is it an ad? Is it a promo? Whatever it is, it's a beautiful piece of work by director This Was Needed. As the music industry continues to navigate its plundering by the likes of Spotify, collaborations between brands – in this case, Lexus – and artists become an important way for the latter to thrive (or even just survive) in a landscape which rarely provides financial security for burgeoning stars.

The mingling of different interests requires a firm presence in the director's chair and this has certainly been provided here. The imagery is beautiful and Daniela Andrade is never upstaged by the brand, even though it is very present. Catering to stakeholders with wildly different aspirations cannot be easy and it is to the director's enormous credit that he has pulled it off so skilfully.

Dennis Grishnin's cinematography is beautiful, with the candlelit scene an absolute standout, and DAVID imagines both he and the rest of the crew must have be especially proud of it, but it is the Canadian-Honduran singer who is the real star of this... as she should be.

Canada

Promos