David Knight - 5th Oct 2017

Will Reid directs a mysterious ritualistic ceremony on the beach for Joe Hertz, involving a frightened young couple, and a striking red-robed priest and his followers.

Stylishly shot and choreographed, with an impressive use of colour, makeup and casting, Reid gives a refreshing and resourceful interpretation of this heartfelt R&B track. It's a bit counter-intuitive, but it works.


"We wanted to create visuals for the track that worked with the sombre lyrical sentiments and that contrasted with the otherwise poppy and upbeat tone of the music. I wanted to take us into a world far removed from where music of this genre typically goes in music videos - something paganistic and folklore inspired. Heartbreak as a ritualistic cleansing at the hands of mysterious, magical figures."

PRO Credits


DirectorWill Reid
ProducerPoppy Ashton
Production CompanyJuicebox
Executive ProducerBecky Tong
1st ADEmma Friedl
Director of PhotographyEvan Burris Trout
ColouristJoseph Bicknell
Grading companyCHEAT

David Knight - 5th Oct 2017

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