A Nationwide campaign by formed by the UK Home Office & SBTV, Knifefree was created to raise awareness on the rising UK knife crime pandemic. AMA carried out an end-to-end production alongside the UK’s most influential rap music artists to shed light on the matter. The campaign was viewed over 200K times youtube and Instagram.


Filmed across 4 shoot days in different cities, we created real-life stories with young people who have been involved in knife crime. The talent involved for each story included Buzgy Malone (Manchester), Deno Driz, Paigey Cakey (London) & Kamakaze MC (Leicester).

AMA directed, produced and edited all full length episodes of the docu-series. 

Behind The Scenes