After successfully completing two projects for Stone’d Records, LoveLove Films were contacted with the opportunity to create a music video from concept to completion for the record label’s prime artist Joss Stone. The label came to us with the most popular track on her latest album The Love We Had, wanting us to complete the music video in time to coincide with the song’s worldwide release as a single.
LoveLove’s in house writers came up with a concept that perfectly suited the emotionally powerful and heart wrenching song, with the idea of interior rain representing the singer’s emotional state, which physically manifests itself inside her home, destroying all of her personal possessions.
LoveLove then spent time constructing the devices that would be needed to bring the video’s concept to life. The rain machine was made by the visual effects team out of store bought items. Location recce’s were conducted to find the perfect apartment to suit the video.
LoveLove Films then shot the majority of the music video over two days, filming all of Joss’ footage and everything in the apartment over this period.
Finally practical special effects footage was filmed at a separate location, which was able to be made indistinguishable from the apartment setting.
As well as the music video LoveLove produced a behind the scenes video, a series of videos for the products featured in the official music video and a lyric music video for The Love We Had.
The video has been a huge success. It has been described by many people as the best music video that Joss Stone has ever made. It has also received huge critical praise from publications such as The Telegraph, The Daily Mail, OK Magazine, The Sun, Promo News and many others.
The video has also yielded a high number of viewers, gaining over 500,000 views within three weeks of being uploaded onto Vevo and Youtube. The music video currently has over 4.5 Million views on VEVO. It has also been screened on television channels around the world. In the UK alone it is being shown on the music channels MTV, MTV Music, VH1 and others.
