LUVLY's debut music video, shot and directed by Jack Gould, conveys an embodiment of his lyricism through dance, whilst the choreography is conducted throughout by a form of …
Archie Faulks 'What For' by Jack Gould
Archie Faulks experiences an unlucky chain of events in Jack Gould's video for What For.
We've all had days like it- you run into trouble at every corner, trying to chase the clock as the world conspires against you. From run-ins with a particularly aggressive OAP to a screaming match with his girlfriend, everything is off-kilter and you can't help but feel sorry for the artist.
The calm, drawn out camera movements and long takes are juxtaposed with Archie's dynamic performance and the flurry of action throughout, helping to create the sense of unbalance that permeates the concept.
Remaining surprisingly unfazed by these luckless experiences, Archie echos the view that music is a great form of respite from negativity.
|Production Company||Babychief Productions|
|1st AD||Patrick Croughan|
|Director of Photography||Jack Gould|
|Focus Puller||Julian Lalinde|
|Post production company||Babychief Productions|
|Other credits||Lead: Isaac Gracie, Cara Steele, Alan Dunn|
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