Promonews - 16th Apr 2020

Declan McKenna's life is invaded by a döppelgänger - none other than Alex Lawther, from End Of The F***ing World and other good stuff - in Will Hooper's video for The Key To Life On Earth. 

Hooper has a lot of fun with the oft-noted physical similarity between the two men - and with the deteriorating relationship as initial harmony turns to disparity, and worse.

Fact is, no-one really does 'incel-style' creepiness quite as well as Mr Lawther, so it's not so surprising that his 'fanboy' character begins to take the upper hand. Will Declan get smothered by all that passive-aggression, and two become one...?


We're really leaning into a big internet meme that's plagued Declan for all eternity.

"Declan's likeness has always been compared to Alex Lawther's - and the comment section has always been quick to underline that fact. So with this vid we're really leaning into a big internet meme that's plagued Declan for all eternity.

"Declan came to me like, 'wassup, we've got Alex Lawther to do a movie - and I want to fight him." And I was like, 'wassup, okay, hold by beer." And then I went away and wrote this daft little idea - very loosely based on an Edgar Allan Poe short story William Wilson - that ends up with the two of them having a scrap."

PRO Credits


DirectorWill Hooper
ProducerRosie Brear
Production CompanyBlink
Executive ProducerLaura Northover
Production ManagerHarry Hardwick
1st ADTy Hack
Director of PhotographyRuben Woodin Dechamps
Focus PullerMarcus Albertsen
2nd ACKlara Rychtarcikova
GafferEsteban Gimpelewicz
Art DirectorZoe Klinck
WardrobeSuzie Walsh
Make-upJackie Tyson
EditorSam Allen
Editing companyHomespun
ColouristRichard Fearon
Grading companyBlack Kite Studios
Post ProducerKirsty Oldfield
Lead actorAlex Lawther
CommissionerMichael Lewin
LabelSony Music
Other creditsPA: Rachel Bashford Sound Design: Alexander Wells Loader: Saskia Dixie Trainee: Josh Ighodaro Sparks: Jerzy Gudjonsson, Cameron Smart Set Dressing: Lili Abraham Art Assistants: Tea Mulabdic, Pedro Reis Styling Assistant: Jade Hennessey Runners: Linda Dorigo, Elle Dolan, Tara Sadeghi Security: John Wild Set Medic: Gary Darling-Parkes BTS: Ben Hennessey Stills Photographer: Joe Magowan Special Thanks To: One Stop Films, GreenKit Lighting, Frame24, Kodak, Cinelab, The Frying Squad, Zebrafish, Get Set Hire

Promonews - 16th Apr 2020

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