Rob Ulitski - 4th Feb 2021

Will Hooper kicks off the New Year with an impeccable promo for Rag’n’Bone Man’s All You Ever Wanted. 

Visualising the song’s social commentary on overpopulation and gentrification, Hooper presents the idyll of a pristine model village, bringing his trademark charm and wit to the table.  As the track progresses however, the layers are peeled back to reveal the reality hidden beneath: an unhinged dystopia playing out in live action.

Every detail in the video had to be meticulously planned out through a series of animatics and storyboards. This took place weeks prior to shooting, in order for the model village set build - led by Jennifer Kidd - to work with the matchframe scenes in the live action.

This attention to detail has paid off - the video is a stunning and unexpected take on very important themes, with an unforgettable aesthetic and visual style, which perfectly complements Hooper's recent steps into the bizarre and uncanny. 


We wanted it to be fun and playful - but possess quiet observational messages.

"There is a clear vein of social commentary that runs through the lyrics and it was important to Rory for it to be addressed in the visual. So, I initially wrote this concept about a model train being this constant, ever-circling a model village as it changes over time.

"In the first draft I had Rory’s face planted on the front of the train, Thomas The Tank Engine-styley. But that was quickly reined in - probs for the best - and we ended up going with Rory as a passenger on the model train as he watches the changing landscape out the window.

"One of the biggest challenges was to get this right tonally. We didn’t want this to be a preachy, 'feel shit about everything' video. We wanted it to be fun and playful - but possess quiet observational messages."

PRO Credits


DirectorWill Hooper
ProducerEmma Wellbelove
Production CompanyBlink
Executive ProducerLaura Northover
Production ManagerSebastian Jowers
Production ManagerJack Bingham
1st ADTy Hack
1st ADSteven Enriaiyetan
Director of PhotographyMolly Manning Walker
2nd Unit DoPOliver Ford
Focus PullerJerry Pardon
Focus PullerAlasdair Baines
2nd ACInes Duarte
2nd ACJosh Tiley
GafferAmir Moulfi
GafferLeopold Neassens
Art DirectorDavid Hamilton
WardrobeEmma Lipop
Hair & Make-upNohelia Reyes
Casting directorHannah Ashby Ward
EditorSam Allen
Editing companyHomespun
ColouristRichard Fearon
Post production companyBlack Kite Studios
VFXJack Stone
CommissionerDan Millar
Other creditsModel Town Art Director: Jennifer Kidd @ Scale Model Studios Ltd V/O Artist: April Pearson Sound Mixer: Alexander Wells Production Assistant: Maisie Spratt 2nd AD: Miles Lacey & Jason Osborne Lighting Cameraman (Miniatures): Max Halstead Focus Puller (B Cam): Ilaria Fulvio & Benjy Kirkman Camera Trainee: Bridie Bennett Grip: Pete Olney Electricians: Ali Celis, Mantas Veteikis, Peter Tomasikiewicz, Alexandro Celis Riggers: Neil Dengal & Martin Smith DIT: Euan Coe @ We Are Hue Projector Technician: Harry Ricardo Art Director: Katherine Burke Art Dept Assistants: Bella Harwood, Max Bagshaw, Conor Mason Scenic Painters: Sarah Hall, Daisy Smith, Aaron Harris Costumer Assistants: Tom Lipop, Rhian Teasdale Hair & Make Up Assistant: Lizzie Checkley Model Makers: Natalie Jones, Saskia Tomlinson, Jviar Rodriguez Model Painter: Alice Simonato 3D Modeller: Sam Roe 3D Model Printing: Stuart Radmore From Bluecast Jewellery Medic: Alex Gardner Covid Testers: Alexandra Redmond & Ryan Elliot Medic: David Connell Winnie Driver: Andrew Thurlbourne Medic: David Connell Runners: Abbey Cassal, Lottie O'Connel, Kitty Rajakulasingham, Shaun Rhodes Special Thanks To: Matthew Suddaby @ Panavision And SHL Film Lighting

Rob Ulitski - 4th Feb 2021

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