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2 March 2020


by Syd Briscoe

Mabel: “Boyfriend” - 4 mins

Boyfriends are made to order in this concept-driven promo for Mabel's latest single. The film sees the British singer and her companions choose suitors from a holographic screen, exploring archetypes like 'The Bad Boy' and 'The Party Guy' as they attempt to find Mr Right... or, alternatively, Mr Right Now.

Director Isaac Rentz keeps interactions between the singer and her automaton beaus purely dance-focused, adding a layer of sci-fi quirkiness to what could otherwise be a straightforward flipping of the male gaze. The power lies squarely in the hands of Mabel and co. throughout, as they activate each potential datemate by turn.

Light-hearted and slickly shot, this promo puts an empowering twist on a track which sees Mabel, recent winner of the Brit award for female solo artist, long for a boyfriend to pass the time with. The distinction between 'want' and 'need', however, ensures the audience know who's in charge.

Film Production: Kode Ⓟ Ⓦ
Director: Isaac Rentz Ⓦ
Producer: Amalia Rosen-Rawlings
Production M'ger: Meghan Wilcox
Executive Producer: Nathan Killham
1st AD: Rory Shaw
Cinematographer: Alexandre Jamin Ⓦ (WPA Ⓟ Ⓦ)
VFX: Nathan Hoad @ Absolute Post Ⓟ Ⓦ

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