To create a developed and cohesive brand image, we thought extremely carefully about the mise en scene, lighting, costume and angles we used for the video and digipack/advert.
Drawing inspiration from British New Wave “kitchen sink” dramas, we looked to gritty, grey locations in which to film. Living in an ex-seaside resort, the now-abandoned seafront was the perfect location in which to do so. Empty other than the occasional dog-walker, the permanently off-season locations echo with the memories of 1960’s seaside holidays. The below video, a clip from the Whatever Happened to the Likely Lads? film shows how it looked in the 1970’s. This style of filming and setting was very influential in our decision to set our video here.
Another huge influence on our style was the Richard Ayoade film Submarine, a film which Arctic Monkeys lead singer Alex Turner wrote the soundtrack for. It is also set in a grey seaside town, and this stylistic and musical link tied it closely to our work.
The costumes used were influenced by the indie music genre, to which the Arctic Monkeys are a part of, and on which the 1960’s and 1970’s are a huge influence. This tied together all our influences, from the vintage films to contemporary music and music videos.
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