Our world is at the whim of tyrants. Marrying the highly visceral and abrasive tone of the track perfectly, this video playfully highlights the dangers of being ruled by a group of ‘silly little boys’, angry at the world because things aren’t going their way. Looking at the political climate of our time, truth is certainly stranger than fiction.

The video has just launched but we hope this will have a large impact not only within the commercial/music video spheres, but also in the greater world due to its satirical content. It’s not only an example of beautiful film making, but it’s trying to say something about politics, both current and historic.

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This video, from the influential band Young Fathers, demonstrates what a great music video can do. It’s beautifully crafted, of course, but resists a literal interpretation of the lyrics, bringing new meaning, power and relevance to the music. The track is a love song about broken relationships, but in the hands of director Salomon Ligthelm says something new, making political commentary and drawing in new audiences.

Our only strategy was to execute it fully, doing both the song and the creative idea justice. We only had about a month in total for this video, from sign off until delivery. As a music video, the budget was limited and so a large part of the execution relied on smart production and the time investment (for very little money!) from all crew members. Everyone worked incredibly hard on this and recognised the project as being important, despite the lack of budget.

The brief from Young Fathers was totally open. Our objectives were to make something beautiful, entertaining and engaging.