Rag’N’Bone Man reveals hidden layers

Directed by Blink's Will Hooper, this new video is an accompaniment to the song’s social commentary on overpopulation and gentrification, with Hooper presenting the idyll of a pristine model village, and Rag'N'Bone Man (aka Rory Charles Graham) an observer within it.

As the track progresses, layers are peeled back to reveal the reality hidden beneath the pristine exterior. Every detail in the video was meticulously planned out through a series of animatics and storyboards which took place weeks prior to shooting in order for the model village set-build, led by Jennifer Kidd, to work with the matchframe scenes in the live-action. 

"There is a clear vein of social commentary that runs through the lyrics and it was important to Rory for it to be addressed in the visual," said Hooper. "So, I initially wrote this concept about a model train being this constant; ever-circling a model village as it changes over time. In the first draft I had Rory’s face planted on the front of the train, Thomas the Tank Engine-style, but that was quickly reined in (probably for the best), and we ended up going with Rory as a passenger on the model train as he watches the changing landscape out the window. One of the biggest challenges was to get this right tonally. We didn’t want this to be a preachy, feel-shit-about-everything video, we wanted it to be fun and playful, but posing quiet observational messages."