Kevin Hudson joins Common People

Kevin Hudson, the director behind CALM's This Is Not a Drill, has officially joined the roster at Common People Films. 

The Campaign Against Living Miserably film, produced by Common People in collaboration with The British Arrows and T&Pm, tackles the challenges of mental health conversations among Gen Z by fusing drill music, comedy and life-saving advice, and has earned widespread acclaim. 

Building on this success, Common People Films has welcomed Hudson to their UK roster, saying that his "unique creative vision and bold cinematic style bring challenging conversations to life in fresh, relatable ways that really resonate with modern audiences." 

Hudson's career began by crafting music videos for friends during the early days of YouTube. Over the years, his creative prowess has earned him significant acclaim, including a MOBO Award for Best Video in 2020 for NSG’s Lupita, and directing the massively popular Dumpling Remix by Stylo G, Sean Paul and Spice, which has garnered over 80 million views. His commercial work includes campaigns for Old Spice, CALM, and Mallet x Reebok. 

“Being part of a creative family that shares a passion for film and creativity truly excites me," says Hudon, reflecting on his collaboration with Common People Films. "I’m thrilled to be able to continue telling thought-provoking stories that challenge perspectives, alongside comedic projects that spread joy with the Common People team.”

"We’re thrilled to welcome Kevin to the roster and we’re really looking forward to furthering our collaborations together," said Ramy Dance, Common People’s Creative Director and Executive Producer. "He’s such a talented, well rounded creative and is deserved of exciting opportunities in 2025."

Hudson is currently wrapping up an exciting documentary exploring the intersection of UK hip-hop and the jewellery industry, set to release in Q1.

"We are excited to welcome Hudson during a time of growth and transition for the company, as [we] continue to welcome and nurture emerging talent on [our] roster and expand into new frontiers with the launch of Future Crea+ives [Common People's AI division]," said Common People Films.