LOOSE directs a fun promo for Fred Again..., celebrating the day that his new album came out. 

The video is prefaced by a message from the artist, who explains that he put out a call for fans to congregate in Hyde Park in central London with their bikes to celebrate the release of his new project. What ensued was a rather chaotic yet celebratory event. 

Presented in a mix of vertical and traditional 16:9 videos, the concept makes use of user-generated footage intercut with snapshots of Fred's POV, as the group ride haphazardly around London streets. 

The spontaneity of the concept and rudimental footage gives the video an organic, truthful feel, and proves that sometimes the simplest ideas can create something super effective.