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30 September 2021


by Syd Briscoe

Joesef: “Fire” - 4 mins 16s

The incendiary end of a relationship takes centre stage in this moody promo for Joesef's latest single. 'Fire' finds the soulful crooner in reflective mood, lamenting the little moments of intimacy which make lost love so immensely painful: "That's why I had to burn my house down just to forget the way/ You'd stare at me and say that you could watch me all day."

Director Greg Hackett's promo strikes an appropriately visceral note, as it sees the singer sweat out his feelings while digging a grave in a moonlit forest...then filling it with an unexpected occupant. Lighting is crucial here and used to great effect, as headlights and the ambient nighttime glow cede to the cleansing wash of dawn. Bittersweet in the best possible way.

Film Production: Spindle
Director: Greg Hackett Ⓦ
Production M'ger: Rowan Mackintosh King
Executive Producer: Stitch Richardson / Nosisa Majuqwana
Cinematographer: Jaime Ackroyd Ⓦ (WPA Ⓟ Ⓦ)
Art Department: Ahmet Buyukcinar
Editor: Tim Swaby
Post Production: No.8 Ⓟ Ⓦ
Colourist: Alex Gregory

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