GROUNDS

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.

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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.

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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.

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Rob French, Creative Director

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