"I fucking love this video! YES boys! A classic IDLES video, for me you nailed it."
IDLES have such a unique and distinctive brand we wanted to address the project progressively while acknowledging sensitively what the band represent and where they are in the universe at this moment.
We wanted to introduce cinematic elements while retaining an honesty and accessibility the band have curated organically over their career. Shot across 5 sunrises in total it was important to try and capture the colour which would offer such a distinctive opposition to the driving, raw monster of a track that is GROUNDS.
The narrative which was interpreted straight from Talbot's song writing sat perfectly at this time of day. We needed a two minute, twenty second-ish route for the driving one shot and it was very intentional to be rooted in a built-up residential area with a particular opening frame, leading to a one way road and finishing at something like a fork. Needless to say Google Maps and recces were intrinsic to the planning.
Rob French, Creative Director