Andy Orrick

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Young Fathers "In My View" (Jack Whiteley, dir.)

Jack Whiteley, director: "I started with the question: how do you make people care about your video? In the age of the internet anything seems to go. Videos can be controversial and shocking or just purely bizarre or beautiful, and they don’t necessarily have to make sense. So, in collaboration with the band, I came up with a set of vignettes that attempts to tick these boxes in order to elicit an emotional response from the viewer. 

We then threw in an added meta curveball layer by deconstructing what you’re seeing within the video itself, to the point where we’re essentially presenting a step-by-step guide on how to make a video that people will care about and therefore will want to share online.

I love videos that challenge perceptions, pull the rug from under the viewer, offer twists and subvert things, and so that’s what we’ve reached for here. I hope you care about it. And if you do, don’t forget to share. Because sharing is caring."

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Ibeyi "River" (Ed Morris, dir.)

Rattling Stick director Ed Morris creates a promo for XL’s new signing - Cuban French twins Ibeyi. The film plays on the theme of baptism central to the new release -‘River’ and shows the duo submerged in water and emerging to sing lines from the track.

The film is compelling and charged, with the girls holding their breath under water for up to a minute or more between verses. Wearing plain white shirts and minimal make up, the film expresses the sole intention of allowing the audience to see the girls in their pure form, their voices encapsulating the listener.