Director, James Lovick, is currently on Converse’s “Well Worn” tour around Europe creating what could be considered live edits / music videos / “edgy” adverts. Who know’s when you enter the “paying actual money – zero favours” world of branded content. The work is as on point as possible when close to zero creativity is allowed unlike the above video.

First thing’s first, the set is wicked. Not the most original idea but great execution. Now able to control his environment, Mr. Lovick has expertly opted for moody lighting to complement his Dancing Lady vs Angsty Singer battle. Maybe she’s Annie? Who cares, she wins and is definitely the highlight of the video with her close-up gravity defying dance-move shots eg at 0:45 and 2:06.


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