A brand new music video production outfit launches today – based at a venerated institution of British commercials. Shameless is the new music video department at Park Village – the first ever dedicated music division at the British commercials company renowned for its unique central London in-house production complex, and its classic ads.

Shameless opened its doors officially this morning (July 12th), with experienced producer Mikey Levelle as head of music, and an eclectic roster of directors ready to utilise the in-house facilities available at Park Village – including studio, editing and screening rooms – to produce music-related work, from music videos and documentaries, to album TVCs, artist EPKs and content.

On the roster are the hugely experienced Alex Hemming and Luke Losey, and the up-and-coming talent of GeorgeLucas (that is Tom George and Paul Lucas) and Loraine Ffrench.

Alex Hemming has directed numerous promos for a wide range of pop artists over a number of years, including Girls Aloud, Sugababes, Westlife, Teatro, Liberty X, Beth Rowley, Bic Runga and many more.

Luke Losey’s distinctive and groundbreaking work include a number of clips for Orbital – including the classic The Box (featuring Tilda Swinton) – Mercury Rev’s Nite & Fog, William Orbit’s Barbers Adagio, and most recently Supergrass-spin-off outfit Hot Rats’ Damaged Goods.

GeorgeLucas have directed promos for Emmy the Great, The Lion Club and Forever Never, and are also experienced live concert directors for the likes of Foals, Leona Lewis, Florence & the Machine, Stereophonics and others (as well as working in comedy TV and short films).

Loraine Ffrench’s pop and urban video credits include promos for Kimberley, Common People, F Street, Selah ft Ama & Mz Bratt and Stevie Hoang.

Shameless represents a big break in tradition for one of London’s longest established commercial production houses – whose credits include some of the greatest British ads ever made. But it was Park Village MD Tom Webb who came up with the idea of adding a music video department. “I’ve always felt that Park Village could offer something that little bit extra in the world of music and promos, with our combination of unique facilities and fresh approach,” he says.

To handle the day-to-day running of the new department, Tom has turned to Mikey Levelle, whose considerable experience as a producer since his first music video for Turin Brakes’ Something In My Eye (directed by Karni & Saul) in 2007 includes videos for Elbow, Ian Brown, Mumford & Sons, Jamie T, Morcheeba and UNKLE.

“Shameless needed someone young and dynamic to grow with it and in Mikey we’ve found the right person,” says Tom.

“I’m very excited to be involved,” says Mikey Levelle. “And it’s a privilege to work with such an established production company within a sector of the industry I’m so passionate about. Shameless will bring a refreshing approach to music and film whilst introducing and supporting diverse and unique creative talent.”