Joss Stone - The Love We Had (Stays On My Mind)

 Production Company: LoveLove Films

What the client wanted:

The multi-platinum album-selling musician Joss Stone asked several media production companies to pitch concepts for the video for her upcoming single, The Love We Had. Therefore, my employer, LoveLove Films needed a concept that would rise above the competition, reflect the tone of the song and be visually engaging on a tight budget. 

How I met the brief:

Initially, the opening piano notes to this song made me think of rain. That then reminded me of one of my favorite songs by the band Tindersticks, Raindrops. In particular, it got me thinking of the lyrics, “What we got here is a lazy love. It mooches around the house, can’t wait to go out.” This got me thinking about the idea of a broken love physically manifesting itself in a person’s home. And then I thought that a visually impressive way of showing this manifestation would be by depicting a storm inside a home. 

With this inspiration in mind, I wrote a concept document for the video, which I and my team re-drafted a couple of times. We sent the concept to the artist, and she loved the idea. Thanks to this, the musician’s label greenlit the video. 

I also managed many aspects of the video’s production, such as creating call sheets, organizing freelancers and working on-set.

The result: 

The finished video did incredibly well. In fact, it became the musician’s most successful music video of all time, gaining over 12 million views on YouTube. It also aired on television globally. On TV, it did especially well in South America. And last but not least, the musician’s album sales saw a 25% increase.