David Knight - 3rd Dec 2013

In Will Reid's video for brother-and-sister act Luke & Charlotte Ritchie's Hammerite - their debut single - the camera moves slowly through a cozy, urban family home, but with disturbing signs - the broken glass, the gas hob still burning - that something bad, or even terrible, has happened here. And then comes the realisation that the camera is the POV of a small child... 

Will Reid:

"The concept for the video was the result of close collaboration between the three of us: using the subject matter of the song as the foundation (it is based on a messy divorce and the collateral damage of a family imploding), we wanted to make something emotive and dramatic while keeping the visuals very subtle and understated.

"The revelation at the end that the video has been from the point of view of a toddler - presumably walking through the house looking for their now absent parents - was intended to be a metaphor for not only the vulnerability of those caught in the crossfire of violent arguments between parents, but also for the petulance of the adults who were fighting in the first place."


DirectorWill Reid
EditorWill Reid
Director of PhotographyWill Reid
Production CompanyWard Productions
Lead actorLuke Ritchie, Charlotte Ritchie

David Knight - 3rd Dec 2013

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