David Knight - 5th Apr 2017

Imelda May joins everyday superwomen on a march through Brixton Market in London in this rousing one-shot video directed by Laura Scrivano - her second video for the artist – for Should've Been You.

Imelda has explained that she was inspired by the recent Women’s March in reaction to Donald Trump becoming US President. “I wanted to ask the question ‘who takes care of us?' We are 50% of the world and it’s the people in power’s responsibility to take care of women as well," she says.

She has also shed her old rockabilly style for a more down-to-earth look while keeping a slightly retro pop sound, and she really makes it work for her here - and she is well supported by a well-cast range of hardworking London women. Scrivano, in her second video for the artist, has done a great job, making something essentially political but also entertaining. Inspirational stuff for a very hummable song. 

 

LAURA SCRIVANO:

"Imelda made it really clear from the outset that she didn't want a 'breakup' clip. She didn't want to play the victim or the angry woman. Rather Imelda wanted this very personal song to have greater reach and become an anthem for women of all walks of life.

"We both share real sadness and anger at recent global events - the decriminalisation of domestic violence in Russia, the attacks on women rights by the Trump administration, and the tiring fact we still have a huge gender pay gap and challenges around maternity leave and childcare support in the UK. In the course of our conversation it became obvious to me the clip needed to feature real women and be shot in a everyday public place - like Brixton Market. I wanted the clip to feel like a 'happening', an impulsive and unplanned roar of female empowerment.

"Staging the clip in one continuous shot gave us that edge, not to mention a serious shot of adrenaline! I had an absolute ball working with Imelda again, and the incredible women who showed up to participate in the clip. The energy on set was amazing and it is an testament to the cast, crew and people of London that we pulled it off!"

Credits

DirectorLaura Scrivano
ProducerRob Jelley
Production CompanyKode Media
Executive ProducerNathan Killham
Production ManagerBen Larthe
1st ADKerry Green
Director of PhotographyMary Farbrother
Focus PullerCatharine Brown
2nd ACEve Carreno
WardrobeJeffrey Michael
WardrobeDee Moran
HairCraig Purves
Make-upLisa Mejuto
Make-upSophie Cox
EditorAnil Griffin
ColouristEdwin Metternich
Grading companyFramestore
Director's RepresentationCarrie Sutton
CommissionerCynthia Lole
Other creditsSteadicam Operator: Iain Mackay Production Assistant: Tamara Lenz Casting Director: Kharmel Cochrane

David Knight - 5th Apr 2017

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