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."
Jack Whiteley, director: "Spring King are good friends of mine and I’ve watched them as they’ve grown from a DIY solo project to a signed, four-piece band. For me, one of their unique selling points is that their drummer, Tarek, is also their frontman and lead singer. So I wanted to do a video that centred on his performance and really captured the amazing energy that him and the rest of the guys bring to their performing.
The video follows a group of eccentric characters - a kid's entertainer, an exotic dancer, a wannabe cheerleader - as we witness them trying to overcome their demons but ultimately spiralling out of control.