No animals were harmed in the making of this Joe Unknown promo, but a painting was set on fire. Against the backdrop of Canary Wharf, a pastoral landscape is doused in petrol and set ablaze. Doubtless some would prefer to see multinational banks and accountancy firms burn to the ground instead, but that would require a lot more gasoline.
Still, director Harry Barber ensures this tiny inferno stands out against the corporate skyline. The ornate frame puts up a good fight, but it's not long until the flames take hold completely. Even Barber's camera pulls back as if it can't stand the heat any more.
The slow burn is an effective contrast to Joe Unknown's stream-of-consciousness lyrics, which include references to Pelican Books, Rick Stein, and "crocodile shoes over tube socks". When the artist does pause for breath, an electronic howl fills the gap with nightmarish bravado.
Shot in: Greenwich, London
Product Category: Promos