"This more than just a minor hobby. In fact, this is a life. In fact, this is a family."
And this is more than a music video: It's a devilishly clever set-up that lulls you down a gritty, yet strangely dreamlike street thuggery, before hitting the country where we realize that we're getting sky high with one hell of a drug. And then, SNAP, we're back again, as the lines between filmmaker and actor, particpant and viewer, fantasy and reality, gravity and sanity.
A tricky video boasting lots of in-camera effects that take you from a bed to outerspace and beyond... all without ever leaving the video set.
Henry Schofield, director: "we want it to feel a bit tongue in cheek, a bit unexpected"... So went the conversation at our first meeting and 10 days later I'm trying to keep a straight face as Mr. Barlow and Mr. Owen stroll onto set with ginger permed wigs, with Howard moments later looking like an uber-tanned auditionee for Towie.
Besides their every-take-perfect professionalism and their great ideas... I gotta say, the guys are super down to earth and up for not taking it too seriously. Needless to say it was a brilliant experience working with them.
In one shot we're going from studio, to bed, to cheerleaders, to bathroom to kitchen...etc. Some furrowed brows and maybe a moment to two of "will this work" self doubt, but with a dream team of Katie Dolan as EP, Alicia Farren producing, Mikey Hollywood on production design, Ashley Wallen killer-chroeographer and Ben Todd keeping an all seeing eye on aesthetic, we felt like an A-Team all ready to Macgyver like put it together.
