This is the song used in a Lacoste perfume ad that rains pink ribbons down on Alexa Chung. But the proper video for French band If The Kids’ Life Is Now follows a bunch of young hipsters in different cities, doing what they do – as captured by a number of directors: William Bridges and James Lees in London, David Fishel in Paris and Celia Rowlson-Hall in New York.

As well as the usual merrymaking this also includes some genuine political mass action – footage from the student protests in London from earlier this year, shot by William Bridges. Meanwhile, David Fishel’s previous work includes the Drums’ Surfing video, while Celia is a filmmaker and choreographer who’s made several dance films. They and William are “criminally unsigned”, according to James, who exec produced this through his own Hobo Film Company.

Hobo also produced the forthcoming Tom Haines-directed new UNKLE video (ft Nick Cave) – while James Lees next promo via Warp Films (where he’s on the directors roster) is for Wolf Gang.

If The Kids
Life Is Now
Directors: William Bridges, James Lees, David Fishel (Paris) & Celia Rowlson-Hall (NY)
Producer: Lucile Weigel
Executive Producer: James Lees
Prod co: The Hobo Film Company
DoP: Mattias Nyberg (LDN), David Fishel (Paris), Jae Song (NY)
Editor: Ed Line @ Final Cut
Telecine Colourist: H @ The Mill
Post Producer: Andrew Patrick @ The Mill
Paris AD: Katherine Canty
Paris AC: Kristine Harth and Daniel Cohen
NY Casting Director: Zan Ludlum
Commissioner: JB @ Part Time Punks Records

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