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2023 One Show - Interactive & Mobile Craft

Depzman - Life Cut Short

Agency McCann / London + Intergalactic Studios / London + SBTV / London + Native Music / London

Client Joshua Ribera Foundation



Annual ID


About the Work

Joshua Ribera AKA Depzman was a well-known Birmingham grime rapper on the cusp of stardom, but his life was cut short after he was stabbed to death in 2013. Since his death there have been 1,877 more knife killings in the UK. The Joshua Ribera Foundation was founded to educate young people about knife crime. Depzman was digitally resurrected to release one final song titled ‘Life Cut Short’ delivering a powerful anti-knife message. Birmingham rapper Shadow worked with Depzman’s mum Alison Cope and Depzman’s old crew to pen the track. The process began with a 3-hour conversation. Shadow said “I could feel the pain in Alison’s voice as she told me every detail of his life and I knew that I had to capture that pain when putting all of this down in writing.” The track was split into 3 chapters - his childhood, his career trajectory and his death. After the meeting Shadow went away to write the lyrics, saying “I pretty much solely listened to Depz’s music for weeks in the run up to sitting down and writing the track. As an artist, I have my own style and techniques for writing the flows and rhythms I use, but for this I had to do my best to put that to one side and try to emulate Depz’s style as much as I could.” The track was workshopped with Depzman’s old crew to make it as authentic as possible. On the anniversary of his funeral, the song launched with a music video on SBTV, the UK’s biggest urban music channel. The hyper-targeted media push ensured it reached our key audience of young people, getting 6 million plays in 2 weeks. Depzman may be gone, but through the lyrics of this song his voice and message will live on.

2023 Awards

Total Points: 21



McCann / London

PR / Marketing Agency

Weber Shandwick / London

Production Company

Intergalactic Studios / London

Music / Sound Production Company

Native Music / London

Post Production Company

Black Kite / London

Media Distribution Company

SBTV / London

Chief Creative Officer

Rob Doubal
Laurence Thomson

Creative Director

James Crosby
William Cottam




Matt Dollings


Andrei Cebotari

Chief Production Officer

Ben Clark


Elliot Lee
Rory Peyton Jones

Music Producer



T Roadz


Joy Molan

Strategy Director

Jj Bender

Account Manager

Rohin Lalli

Agency In-House Production

Craft / London

Business Director

Tom Oliver

Charity Partner

NSPCC / London


Andi Chu

Deepfake Artist


Director of Photography & Editor

Paddy Cartwright

Head Of Production

Fred Ashworth

Managing director

Isaac Densu

Music Executive Producer

Dan Neale

Project director

Hannah Graff

Senior Project Manager

Georgia Wettenhall


Shadow CV
Alison Cope
Joshua Ribera

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