Promonews - 21st Mar 2018

Jake Jelicich's stylish video for Niall Horan has the feel of an old-school road movie, with Horan accompanied in his '70s Porsche Carerra by a free-spirited female companion. 

Jelicich has just joined Partizan in the UK and US for music video representation, and in his first project at his new home he develops a mesmerising visual language of warped, slowed or overlapping shots to emphasise the emotional pull of the lyrics of On the Loose.


"For this track, Niall and his team were after a playful abstract narrative that had a sense of progression and chase. The lyrics do a great job of telling the story, so I thought I'd pair them with a classic look, sunburnt locations with a huge sense of nostalgia.

"From the outset, I wanted to create a fast-paced stylistic visual, though I wanted this to also have a sense of mystery. I'm really interested in the frailty of memory and although I needed to stay within pop boundaries on this one, I thought it would be nice to add an abstract layer.

"I like that the viewer can't be sure if Niall and his muse are ever actually together, if these are memories or playing out in a linear fashion. The best metaphor for me is at the end, when Niall finally decides to trust our muse and let her close, she once again tricks him and disappears into sparks, a classic magician's trick.

"It was a pleasure working with Niall and his team, and my great new family at Partizan."

PRO Credits


DirectorJake Jelicich
ProducerJason Baum
Production CompanyPartizan Darkroom
Executive ProducerWhitney Jackson
Production ManagerRachel Ottenstein
1st ADRudy Van Zyl
Director of PhotographyNick Bupp
Focus PullerLeonard Walsh
2nd ACJonathan Dec
GafferMatthew Kubas
WardrobeEllie Stidolph
HairSienree Du
Make-upGeorgina Hamed
ColouristKristopher Smale
Grading companyMPC
Director's Rep (US)Laura Jones @ Partizan
Director's Rep (UK)Claire Stubbs @ Mouthpiece
CommissionerTarga Sahyoun
LabelCapitol Records

Promonews - 21st Mar 2018

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