Callum Lloyd-James directs an engaging performance promo for Pale Waves' newest release. 

Across a handful of dark, evocative vignettes, we see the group perform in long takes, cleverly transitioning from scene to scene through hidden cuts. 

Giulia Mazzocchi's art direction in particular adds a grungy, early 00's vibe to the project, reminiscent of promos for artists such as Avril Lavigne and Blink 182, and perfectly encapsulates the angsty energy of the concept. 

CALLUM LLOYD-JAMES:

I knew the band could carry the longer shots without feeling the need to cut away. 

"The band really wanted to go for a grungy vibe in a big open space and wanted the video to feel like a cycle, reflecting the lyrics of the track.

"Taking this on board I wanted the video to feel like it had a constant flow going through the scenes. Heather and the band are fantastic performers, so I knew they could carry the longer shots without feeling the need to cut away to add energy to the film.

"To achieve the look we were after, Brendan [Harvey, DoP] added a lot of green in camera and set the lights to magenta resulting in a neutral keylight and quite heavy green and yellow ambient from the windows and tungsten practicals."