Rob Ulitski - 20th Jan 2020

Archie Faulks experiences an unlucky chain of events in Jack Gould's video for What For.

We've all had days like it- you run into trouble at every corner, trying to chase the clock as the world conspires against you. From run-ins with a particularly aggressive OAP to a screaming match with his girlfriend, everything is off-kilter and you can't help but feel sorry for the artist.

The calm, drawn out camera movements and long takes are juxtaposed with Archie's dynamic performance and the flurry of action throughout, helping to create the sense of unbalance that permeates the concept.

Remaining surprisingly unfazed by these luckless experiences, Archie echos the view that music is a great form of respite from negativity.


DirectorJack Gould
ProducerJack Gould
Production CompanyBabychief Productions
1st ADPatrick Croughan
Director of PhotographyJack Gould
Focus PullerJulian Lalinde
GafferChaimaa Ormazabal
EditorJack Gould
ColouristJack Gould
Post production companyBabychief Productions
LabelCartoon Records
Other creditsLead: Isaac Gracie, Cara Steele, Alan Dunn

Rob Ulitski - 20th Jan 2020

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