Director/DoP Jake Erland’s recent video for Olivia Dean elevates the singer's charming on-screen presence by referencing Hollywood musicals and classic fashion shoots. We asked Jake some questions about the project. On-set photography by Honor Evans.

In the video for Nice To Each Other, Olivia Dean walks onto a rehearsal stage where stagehands move the two-dimensional flats that will create the scenery for a show. Her choreographed interaction with the scenery and stagehands enhances the sense of wistful romance in her performance.

With production design by Furmaan Ahmed and choreographed by Meshach Henry, and shot in long takes by the director/DoP in the style of a Fifties musical, it is a terrific showcase for Olivia Dean's screen presence. And that's as delightfully mood-enhancing here as it has been in previous Erland-directed videos, including the UKMVA-nominated video for Time, and their next one for new single Lady Lady.

​PROMONEWS: What inspired the idea for the video? 

JAKE ERLAND: I’ve been working across the whole album with Emily [Braham], Olivia’s manager and creative director. We have an amazing creative partnership and we sketched out the world based on Olivia’s idea of black and white sets.

Then I was watching Wicked, and there’s this cutout picture book transition they do in the film. It made me think about 2D sets and perspective and that’s where this came from.

It turns out [that] having sets on wheels and amazing dancers makes reset and takes pretty easy!

What were the biggest challenges during production?

JE: This wasn’t too hard - turns out having sets on wheels and amazing dancers makes reset and takes pretty easy! Plus total trust in Olivia's performance and Furmann Ahmed (art) and Mesh Henry (choreo) to be so fab at what they do and make these ideas work - without them I’d be lost.

To be honest I think maybe this was my favourite shoot in a while. I think a big part of that is trust the team and when you don’t know what’s gunna be possible, don’t plan too specifically what it’s gunna be. Sometimes things can just come together and it can be nice!

What are you most pleased with about how it's turned out?

JE: I think all of it. Usually it’s the work of mine that people like that I hate and obsess about. I can see the issues. But this one was perfect for me and I’m happy people loved it. Big shout out to Park [Pictures], Rowan Mackintosh King and Olli Hill on production and AD department.

• Jake Erland is a director and cinematographer based at Park Pictures