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12 April 2019

Never Let Go

by Andrew MacGregor


whenyoung: “Never Let Go” - 3 mins 29s

A controlled colour palette and in-your-face photograpy drive this promo for indie-pop group Whenyoung, with a crisp aesthetic and probing camerawork ensuring that eyes never wander from the up-coming Irish trio.

Clad in red, black, and white, band members Aoife Power, Niall Burns, and Andrew Flood accost the camera as they chant the track's refrain of "Never let go, never let go". Viewers need only look into the trio's eyes to know they mean it.

The result is a sharp, earnest performance, with director Aella Jordan-Edge and DP Jack Wilkinson matching the band's energy with equally brisk staging. Just shows what can be done with an empty space and a length of rope, too.


Director: Aella Jordan-Edge ♀
1st AD: Jack Meredith
Cinematographer: Jack Wilkinson Ⓦ (Vision Ⓟ Ⓦ)
Production Designer: Kat Hawker
Stylist: Ruth Higginbotham
Hair Design: Cecilie Hildebrandt
Make-Up: Martina Lattanzi
Choreography: Jamie Neale
Editor: Meg Thorne @ Cut+Run Ⓟ Ⓦ
Grade: The Mill Ⓟ Ⓦ

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