Director Georgina Cammalleri returns to work with Swim Deep, an indie rock band from Birmingham, UK, following her music video for “To Feel Good” earlier this year. Ahead of the October release of the band’s Emerald Classics album, “Sail Away, Say Goodbye” carries all of the band’s psychedelic-tinged dream pop and tells a story of grief that is very personal to lead singer Austin Williams – the song is about the loss of his grandmother after her battle with dementia.
Modern Misery looks at the lack of connection, empathy and vulnerability in modern life. The video looks at the invasion of privacy, the deterioration in social skills and inability to connect on an emotional level. The idea that we have strayed from a more natural way of ‘being’.
The video for Up For Ran$om takes the aggressive and fast moving vibe of the track and juxtapositiones it against a simple, suave, classic and romantic performance. A sense of nostalgia with a modern bite. As a kid I would always watch the show Top of the Pops every Friday on BBC1. As that show no longer exists, I thought why not bring it back.
We shot the video on an old 3 tube Ikegami, a camera that was actually used on Top of the Pops. I also called upon operator; Dicky Howelett - a TOTP veteran himself to help achieve an authentic and nostalgic look.