Rob Ulitski - 19th Jan 2021

Keane Pearce Shaw tackles toxic masculinity in the heartfelt promo for Tom Grennan's Little Bit Of Love. 

Focusing on a semi-autobiographical narrative between Grennan and his younger brother - played brillantly by Luke Kelly - the video is a poignant exploration of adulthood and family, with intertwining vignettes that balance emotive performance with a hyperstylised aesthetic. 

It's an unexpected take on the track, but brilliantly conceptualised and executed by Shaw and the creative team.


The song is a pop banger [and] I wanted to counter-balance the pop with something more leftfield.

“With the video for Little Bit of Love, I wanted to avoid the classic girl-meets-boy narrative. Instead of looking at the lyrics from a romantic perspective, I chose to look at them from somebody asking to be loved, supported, cared for - in particular a male.

"Being a very close friend of Tom’s, often we’ve discussed the issue of toxic masculinity. Being brought up in working class areas where traits of this nature live strong, at some point in our lives we’ve both witnessed, and probably lived by the phrase, “boys will be boys”.

"Whilst predominantly being a performance video, we wanted to work this narrative into the film by using a semi-autobiographical thread of Tom’s real relationship with his little brother. Played by Luke Kelly, we see a young child who’s only worry in life is to learn how to swim. We also see a tender side to Tom’s character; being the sole carer for both him and his brother, bowing down to both financial and peer pressures, a darker path is set for Tom.

"The song is undoubtedly a pop banger, which is why I wanted to counter-balance the pop with something a little more leftfield. Sticking with his high-octane performances, adding heavy stylised colour palettes and set designs, I think we’ve accomplished a down to earth, but captivating music promo.”

PRO Credits


DirectorKeane Pearce Shaw
ProducerSuzan Mustafa
Production CompanyRiff Raff Films
Executive ProducerNatalie Arnett
1st ADTy Hack
Director of PhotographyThomas Hole
Focus PullerAli Baines
SteadicamTommy Mcmahon
GafferLee Brinkley
Art DirectorCiaran Beale
WardrobeDanielle Whiteman
Make-upCinta Miller
EditorSam Allen
Editing companyHomespun
ColouristTim Smith
Post production companyCHEAT
Post ProducerCarla Thomas
Lead actorLuke Kelly
Director's RepresentationHands London
CommissionerDan Millar
LabelInsanity Records
Other creditsProduction Assistants: Melissa Roberts, Jo Thompson 2nd AD: Charlie Killick Camera Trainee: Oscar Harrison DIT: Alix Milan Spark: Robert Gifford Art Assistant: Murdo Hepburn Assistant Stylist: Tilly Edgecumbe Locations Manager: Ryan Colaço @ Scout Runners: Abdul Casal, Rabia Glynn Covid-19 Supervisor: Tera Pechmannova Edit Producer: Angela Hart Extras: Nick Ferreira, Tony Witchalls, Jed Gharbi, Baxter Willoughby Special Thanks: British Swimming Org

Rob Ulitski - 19th Jan 2021

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