Rob Ulitski - 29th July 2020

Callum Lloyd-James directs a high energy, pastel-hued performance promo for Bloxx. 

Colourful and laidback, the video for Off My Mind focuses upon three of the band members, sealed off into their own space - a function of shooting guidelines which kept the band apart - and then let loose to do their thing.

Beautifully art-directed and shot, it is riotous and punchy without taking itself too seriously. 


Lead singer Fee was free to interact with each band member almost as she would normally.

"The concept for Bloxx’s infectious new release Off My Mind was borne out of a desire to keep the band’s great on-screen chemistry, whilst working within the constraints of social distancing.

"Sealing three-quarters of the band in Perspex boxes meant that lead singer, Fee, was free to interact with each band member almost as she would normally, bringing out the group’s unique dynamic and personality.

"The video plays with the idea of being cooped up in a confined space, whilst simultaneously creating an art exhibit of each band member - every box reflects a snippet of the life of the person inside it. The celebratory and positive nature of the song is reflected in the video’s bright and vibrant visual aesthetic."

PRO Credits


DirectorCallum Lloyd-James
ProducerElle Dolan
Executive ProducerAsh Teague
Director of PhotographyEt Ng
Focus PullerAlex J. G. Tan
2nd ACBen Jesse
GafferPiero Cioffi
Art DirectorOliver Thom
Art DirectorOlavo Abrantes
Make-upLulu Plews
ColouristDragonfruit Lee
LabelChess Club Records
Other creditsArt Assistant: Hannah Richards Spark: Norbert Strehle Steadicam: Ben Eeley Sound Design: Johnny Edwards Camera Kit: Take 2 Films Lighting: Greenkit Ltd

Rob Ulitski - 29th July 2020

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