The first video in support of Florence + the Machine’s long awaited new album, How Big How Blue How Beautiful, is out. Entitled ‘What Kind of Man’, the video starts out dramatically and then segues into the self-titled song. The video was directed by Park Pictures’ Vincent Haycock and choreographed by Sia’s choreographer Ryan Heffington.
‘What Kind of Man’ starts out with a slice of life beginning and ignites the mildly NSFW video, as recording artist Florence Welch and her boyfriend discuss whether suffering can bring people closer together. Their casual dialogue in the front seat of a vintage car segues to scenes from their tumultuous relationship, which includes a violent car accident that throws the singer’s lithe body into the air. Events spiral into chaos, inspiring Florence’s refrain, “What kind of man loves like this?”
This is the second video to appear in support of the new album, following a short video teaser for the follow-up to the band’s 2011 LP Ceremonials. Directed by Haycock and Florence’s creative director Tabitha Denholm, the 2 ½ minute atmospheric teaser introduces a peice of the lushly instrumental new song “How Big How Blue How Beautiful” features the singer on a stunning outdoor amphitheater stage (designed by the famed artist James Turrell) passionately embracing a woman who appears to be… Florence herself. View the teaser here.
“Florence and I are good friends and there’s a lot of trust between us, which allows me to bring out a side of her that no one else has,” notes Haycock. “We are aiming for a more personal and revealing look at Florence in these and the videos to come – exploring Florence’s real life mixed with fantasy and fiction.” This approach, says Haycock, is a reflection of how she made the songs on the How Big How Blue How Beautiful album itself, which combines autobiographical material with fantastical landscapes.
Haycock is at the helm of the entire visual campaign for Florence and the Machine’s new release. This first chapter in what Haycock is calling the Odyssey of Big Blue will be followed by several additional videos, live shows and other content from the collaboration between Florence and Vince.
CREDITS:
Company: 9A Films & Mainline
Director: Vince Haycock
Executive Producer: Jackie Kelman Bisbee
Executive Producer: Mary Ann Marino
Producer: Alex Fisch
Line Producer: Ross Levine
Prod. Supervisor: Ivan Bess
Director of Photography: Steve Annis
Production Designer: Shane Valentino
Choreographer: Ryan Heffington
1st AD: Jeremy Robinson
Steadicam: Ari Robbins, SOC
Costume Designer: Natasha Newman-Thomas
Hair Stylist: Nikki Providence
Make-up Artist: Sarah Reygate
VFX: Jamison Goei
Line Producer Mexico: Mark Pittman
Stills Asssistant: Emma Holley
Colorist: Arnold Ramm
Edit: Vincent Haycock & Tabitha Denholm
Post: Bonch
Sound: Lime
Actors
Herself: Florence Welch
Lead Male: Morgan Watkins
Florence Double: Deena Thompson
Dancers: Danny Dolan, Ryan Spencer, David Hernandez, Ken Roht, Marlon Pelayo, Jason Gorman, A’Drey Vinogradov, Jermaine Johnson, Herman Sinitzyn, Jim Tavare
Eddy “E.R.” Ruiz, Tony Andre Mack, Richie Stephens, Zak Lee Guarnaccia, Ken Glover, Robert Gallo, Daniel Mar
Baptism Women – Beatriz Rosado, Maria Gomez, Maria Poot
Representation: Free Agent UK & Lark Creative US
About Vincent Haycock:
Haycock is an award-winning film, commercial and video director. In the clips realm, Haycock has directed award-winning videos for the likes of Florence and the Machine, Paul McCartney, Lana Del Rey, Raffertie, Spiritualized and somewhere around 10 videos for Calvin Harris. Haycock has received numerous nominations and awards for his music video work including MTV VMA for Calvin Harris’ “Feel So Close”.
About Park Pictures
Founded in 1998 by Executive Producer Jacqueline Kelman Bisbee and renowned filmmaker/cinematographer Lance Acord, Bicoastal/London-based Park Pictures has an auspicious track record of discovering and mentoring new filmmaking talent, and infusing all projects with big screen production values. Park Pictures has forged strong partnerships with agencies, studios and clients worldwide by engaging all members of its team in creative problem solving.
In commercials, Lance Acord won a 2014 Emmy for his acclaimed Apple “Misunderstood” commercial. Acord’s Nike “Jogger” was named Best TV Spot of 2012 by Creativity Magazine and also got a 2013 Emmy nod. Acord has received three DGA Award nominations for Outstanding Directorial Achievement in Commercials.
Park Pictures’ feature division, headed by Producer Sam Bisbee, Jacqueline Kelman Bisbee and Lance Acord, has produced four features, all of which were selected for the Sundance Film Festival within a three-year timespan. Picked up by major distributors were Sundance award-winning Robot and Frank (2013), Infinitely Polar Bear (2014), starring Mark Ruffalo and Zoe Saldana, and God’s Pocket (2014), starring the late Philip Seymour Hoffman. In 2015, Park Pictures comes to Sundance with Cop Car (2015), its first thriller, starring Kevin Bacon. Park Pictures won a 2010 Academy Award for the company’s first narrative film, live-action short “The New Tenants,” starring Vincent D’Onofrio.