‘I’ve known these guys for about 7 or 8 years. They asked me ages ago if I’d be interested in making some sort of music video with them which I was! I took some photographs for their new album about three years ago which a friend said were appearing on the background of their tracks on YouTube and the ratings were going crazy! It went from nothing to about 8 million hits in a really short space of time, so we decided to go for the video.
After years of planning the video, the whole storyboarding and shooting process was over in the blink of an eye. We’ve been wanting to do this for so many years, then we organized the whole thing in 10 days and it took 5 days of shooting. We found people in the neighborhood to take part.
We had really clear concepts of what we wanted to do in our heads. We started with my photographs for ideas and then mimicked them in the sets. Most of the sets started with almost like a ‘Roger Ballen still life’ and then we might have added in a mouth or foot or hand and then we went into them cinematically.