by Andrew MacGregor
Co-directed by Nia Archives and Dan Emmerson, this promo depicts a man (Darius Newell) and a woman (Helen Tanaka) on their respective nights out in central London. Pre-drinks, taxis, shisha bars, and strobe lights are all present and correct, but the two directors are also keen to nail what Mark Ronson calls those "late night feelings".
As the night continues, the protagonists become more detached from their friends and surroundings. Those who've ever felt alone on a packed dancefloor or adrift in after-hours conversation will sympathise, as the two realise who they were meant to be with tonight.
'So Tell Me...''s old school jungle beat adds real urgency to Archives and Emmerson's tale, complemented by tender vocals and introspective lyrics ("I get so stuck inside my head/This overthinking sends me west"). Mature and confident work from everyone involved.
Product Category: Promos