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State of Play: Francesca Woods, CAMP

State of Play: Francesca Woods, CAMP

Rob Ulitski - 24th Feb 2023

The latest of our new series asking British music video-makers about the past year and their thoughts about the year ahead, we grabbed some time with Francesca Woods - co-founder and executive producer at CAMP.

Fran formed CAMP with director Samuel Douek during the pandemic, so she reflects on a year of greater freedom and expansion of the company's philosophy and ethos. She also hails the music video producer community, some groundbreaking hairstylists - and gives us the heads-up on her efforts so far on TikTok.

We're opening an office... a CAMP creative space for our network to work and create from.


How would you describe last year in a few words?

Travel - Last year was the first year of travel since Covid, so 50% of our shoots were in sunny locations.

Growth – CAMP grew from the seed of an idea into a production company with a growing roster and its own bricks-and-mortar HQ.

What was your favourite project or projects you worked on last year?

My favourite was our very last shoot of last year, shot in the week before Christmas: Tayce ‘Swagzilla’ directed by Kassandra Powell.

It was so refreshing to work with an artist who had complete trust in the director and the process. She’s also brave and a phenomenal performer and it shows in the video. It was also a signature CAMP diverse, fun and accepting set.

Above: Tayce's Swagzilla by Kassandra Powell

What were the best aspects of the job last year?

Seeing people face to face again! More and more meetings are becoming IRL and were able to attend edits and grades. With this in mind, we are opening an office this month to create a CAMP creative space for our network to work and create from.

Last year was the year of the hair for me! Wigs have stepped up a notch.

Best or favourite video or videos last year that you weren’t involved with?

Docheii 'Crazy' was my favourite video of last year. I’d never seen anything like it, so much 'fuck you' energy. It is electric and perfect for the track.

What were the trends (creative or otherwise) that you thought were most striking last year?

Last year was the year of the hair for me! Wigs have stepped up a notch thanks to incredible hair artists like Shamara Roper, Styled by Vodka and Ross Kwan, who are becoming parts of the narrative and the creative.

What was other cultural highlight (or highlights) of the year?

Seeing our music video agent Alexa Haywood smash it at the UKMVAs, with Harry Styles's As It Was winning Best Pop Video UK, and then winning BEST AGENT OF THE YEAR.

Any other personal experience that defines 2022 for you?

The producer community! It's truly amazing. There are a few amazing Whatsapp and Instagram groups which are an open forum for helping each other out. I think I speak for us all when I say that we have all had our bacon saved on the groups.

This year will be about helping clients use their money in the best way.


What are you looking forward to in 2023 – both for work and for other parts of your life?

Seeing our roster grow. We have purposely kept it small to give each director the attention they deserve in order for them to grow and flourish. We’re now at the stage where we can start that again, which is really exciting.

Have you set work objectives for this year and if so, what are they?

Helping more people get in to the industry. Winning more awards at the UKMVAs

Who are the up-and-coming talents that you think will break through this year – or at least deserve to be successful?

Furmaan Ahmed. We first met when they were an art director, but they are quickly making waves as a photographer and director with a very distinctive style.

Above: Earth Eater by Furmaan Ahmed

What is your prediction for the direction of the industry in 2023? And what will be the big trends for the year ahead?

The Mugler show always tends to send ripples through the treatments of music video directors and this season will be no exception.

I think we’ll also see more of the process behind the creative within the creative. Especially as camera and rig technology forges ahead. 

We all wish to be respected for our craft and we can’t just be paid through exposure.

Any other comments about the current environment for music video production and music video creativity? What are the issues that we should be most concerned with?

As we know, budgets are shrinking. So this year will be about helping clients using their money in the best way. It’s our job to stay up to date with emerging trends.

If you could ‘make a wish’, and reform or change the environment in which you work in one way, what would you wish for? 

Same thing. I think we all wish to be respected for our craft and realise that we can’t just be paid through exposure.

Where are the opportunities in the current environment?

The golden question…

Have you made any personal New Year resolutions? And if so, how’s it going?

Tik Tok!!! I’ve uploaded two so far which have had a great response and have a whole 47 followers! If you are interested in life as a music video EP, go follow me - @francesca_EP

• Francesca Woods is co-founder and EP at CAMP

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Rob Ulitski - 24th Feb 2023


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