Sashinski interprets themes of loneliness, solitude, love, loss and freedom through a sequence of black and white portraiture for Alex Hepburn’s ‘I Believe’. Shooting performances of Alex in the studio, as well as in large empty spaces intercut with vignettes featuring streetcast and filmed in-and-around Broadway Market characters.
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."
Following his hugely successful, feelgood videos for Easy Love and Sweet Lovin', Craig Moore's latest video for Sigala is also designed to banish the late winter blues, as singer Imani performs on a jawdroppingly beautiful beach in Jamaica - and gets into energetic high spirits with the local girls.