Suitably for Paul Weller's new song Brand New Toy, director Joe Connor found inspiration from his favourite childhood toy to frame Paul and his band's performance.

The result is a real viewing pleasure - and not just because Joe went for the kaleidoscope effect. It's immediately clear that this is not down to digital trickery, but some old school art and craft. As Joe explains below, for the likes of Paul Weller, only a real kaleidoscope would do.

So they made a very big one, and did it all in-camera...

JOE CONNOR:

"Paul Weller in a big Kaleidoscope - Sounds about right.  Upon hearing the track I started to think about toys and playful things and my favourite toy when I was a kid was the humble Kaleidoscope.  For the briefest of horrible moments I thought about doing this all digitally but then I thought Paul Weller isn’t really a digital kind of guy - it doesn’t sit well - when Paul does something, it’s real and honest. So we set about building a big kaleidoscope - 30ft in length, built by Chief’s own production designer Marc Ingham.  

"This thing was beautiful and gave us some amazing imagery.  I love that it's all real, in camera, no tricks which is very important to me. I did the same on a video for  Feeder video a few years ago where we constructed a giant Sun -  it must be my theatre background that makes me adverse to doing things the easy way!  hope yo all enjoy it."