David Knight - 20th Mar 2018

He's a director renowned for his VFX and motion graphics work, but Tim Fox returns to music videos with a pure pop performance video for British country duo The Shires, shot in Los Angeles.

In Fox's vibrantly colourful, irrepressibly feelgood clip, The Shires are guilty of having fun in the most ordinary places - including the laundromat and the diner - which is enough to get them carted off by the law. But by the end, it's good times for all.

TIM FOX:

"I got the chance to fly to LA to work with The Shires for the first single off their new album, "Guilty". The track was straight up, unapologetic catchy pop music and I wanted the video to reflect their fun side. Up until this album, they've been known as the most succesful British country act, but for this single they were aiming to go more mainstream.

"We shot a semi-narrative, semi-party video at The Pink Motel in Sun Valley - the go-to place for that 1950s diner/ motel look. It was used most recently for the Netflix series GLOW amongst numerous other promos and films.

"In the video, the band are guilty of having a good time, infecting everyone around them with their catchy riffs. Busted by the cops, Crissie manages to escape by using her charm to handcuff one of the rookie cops to his own car. Don't feel too bad, they all got together at the end for a mad party, so it's all good.

"I wanted to pay special attention to the colour and art direction in each scene, relating colours to specific moods such as joy (yellow), guilt (purple) and hope (orange). Subtle details that might go unnoticed but I felt added to the style of the video.

"This is a massive departure from making metal videos for me. How many people can say they made videos for Napalm Death and The Shires? It was a joy to actually work with colours other than black and very black.

"Special mention goes to the entire cast, who busted moves like no one was watching. Including the cops. Watch out for the older one rocking out later on - he used to be a real LA cop!"

Credits

DirectorTim Fox
ProducerTom Mackay (uk) / Divi Crockett (usa)
Production CompanyMonument
1st ADBorjan Jovanovich
Director of PhotographyChris Westlund
Focus PullerJimmy Vargo
2nd ACRachel Wiederhoeft
GafferLevi Kaminkowitz
Art DirectorKendra Bradanini
WardrobeSara Borgese
HairEmma Willis
EditorDan Peters
ColouristMel Keyzor
LabelDecca Records
Other creditsAst Stylist - Racquel Honore Cast Hair & Make-up - Erik Torppe Female Patron 1 - Dyson Female Patron 2 - Laura Evans Male Patron - Faniel Adames Grizzled Cop - Steven Rizzo Young Cop - Wade Baker Chef - Jose Madrid Waitress - Stacie Capone Trucker - Eric Michaud Car Owner - Massato Di Santo Female (young Couple) - Arielle Alan Male (Young Couple) - Michael Wolf Male Bike Kid - Dominic Buchanan Female Bike Kid - Mya Woods

David Knight - 20th Mar 2018

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