KSI – Thick of It
Artist : KSI
Agency : TBI
We created an immersive, large-scale environment that began as a storm-lashed Arctic mountain range before transforming into a volatile volcanic landscape, designed to support KSI performing his track Thick of It. The concept was rooted in escalation, visually mirroring the intensity and resilience embedded in the song’s lyrics. The stage became a hostile world, constantly shifting and growing more extreme as the performance progressed.
The opening moments placed KSI against towering glacial peaks carved from ice and shadow. The palette was cold and desaturated steel blues, icy whites, and deep slate greys, creating a sense of isolation and endurance, as distant lightning cracked across the canvas and fractured the horizon. Subtle environmental movement kept the world alive: drifting snow, cracking ice shelves, and low-rolling storm clouds that pulsed in sync with the track’s rhythm.
As the music built momentum, the frozen terrain began to destabilise. Ice fissured beneath the surface, glowing embers appeared in the cracks, and the temperature of the scene gradually shifted. The Arctic environment melted and collapsed into a molten volcanic mountain range, rivers of lava cutting through blackened rock, plumes of smoke rising into a blood-red sky. The lighting intensified to fiery ambers and deep crimsons, amplifying the aggression and energy of the performance.
The transformation symbolised pressure turning into power, survival evolving into dominance. Featured on ITV’s New Year’s Big Bash, the piece delivered a cinematic spectacle on a national stage, closing the year with scale, drama, and elemental force that matched the track’s relentless drive
Get in touch for more information
