Promonews - 18th Dec 2017

William Baker goes for the simple and strong approach for Jones, in order to emphasise her star quality.

The renowned creative director's latest outing as a music video director has Cherie Jones performing Something 'Bout Our Love against bold colours for a timeless feel. 


"It was a privilege to work with Cherie on the video for Somethin' Bout Our Love. I was struck immediately by the angles of her face, her incredible posture and grace and just how classy, but also how timeless she is, both as a person and as an artist. Jones is simply hypnotic as a performer. She is such a beauty that I just wanted simply to capture her and the unique way she moves and frame her against block colour so she becomes a graphic presence, all angles and colour. 

"I wanted the video to be timeless, like it could be from the 80’s, 90’s or 00’s and also wouldn't look out of place playing as a hologram on the side of a skyscraper in Bladerunner. So many new artists come and go, but Jones already feels established as a star: she has this confidence and a gentle, but very evident power. She has that indefinable magic to her that is star quality. I just wanted to capture that.”

Watch 'Jones 'Something 'Bout Our Love' by William Baker' here

PRO Credits


DirectorWilliam Baker
ProducerMatt Clyde
Production CompanyIron Age Pictures
Production AssistantSam Wink
1st ADTom Lawrence
Director of PhotographyMatt North
Focus PullerChristian Swain
Clapper LoaderChris Rogers
GafferHamza Twomey
ChoreographerAlexandra Green
StylistRuth Higginbottom
Asst stylistKristen Neillie
Hair & Make-upGigi Hammond
Make-up AssistantLauren Elise White
EditorLloyd Willacy
Director's RepresentationCarrie Sutton
CommissionerAlex Bean
Label37 Adventures
Other creditsPlayback: Sacha Michael BTS Stills: Aly Gheita Dancers: Shari and Jonny Vieca

Promonews - 18th Dec 2017

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