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Creative

Tom Grennan Tackles Toxic Masculinity for Latest Video

Riff Raff Nursey of Evil director Keane Pearce Shaw captured the video

Tom Grennan Tackles Toxic Masculinity for Latest Video

When you view the world the way Keane Pearce Shaw does, there’s a lot to take in. He finds subtleties in everyone’s stories and has a certain knack for turning these into really rather great videos. 

His latest work is not the two minute rom-com you might expect for a pop hit titled 'Little Bit of Love' (but we wouldn’t write off the chance of a statement jumper trend being inspired by it). Instead, he’s unearthed another layer to Tom Grennan’s single; crafting this into a heartfelt portrayal of accountability and swimming against the tide of toxic masculinity. 

This Riff Raff Nursey of Evil director is set for big things, best we all show him some love - because boys like hugs too.  

Director, Keane Pearce Shaw said: “With the video for ‘Little Bit of Love’, I wanted to avoid the classic girl-meets-boy narrative. Instead of looking at the lyrics from a romantic perspective, I chose to look at them from somebody asking to be loved, supported, cared for - in particular a male.

Being a very close friend of Tom’s, often we’ve discussed the issue of toxic masculinity. Being brought up in working class areas where traits of this nature live strong, at some point in our lives we’ve both witnessed, and probably lived by the phrase, “boys will boys”. 

Whilst predominantly being a performance video, we wanted to work this narrative into the film by using a semi-autobiographical thread of Tom’s real relationship with his little brother. Played by the amazing Luke Kelly, we see a young child who’s only worry in life is to learn how to swim. We also see a tender side to Tom’s character; being the sole carer for both him and his brother, bowing down to both financial and peer pressures, a darker path is set for Tom.

The song is undoubtedly a pop banger, which is why I wanted to counter-balance the pop with something a little more leftfield. Sticking with his high-octane performances, adding heavy stylised colour palettes and set designs, I think we’ve accomplished a down to earth, but captivating music promo.”


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Production

PRODUCTION COMPANY: RIFF RAFF FILMS

DIRECTOR: KEANE PEARCE SHAW

EXECUTIVE PRODUCER: NATALIE ARNETT, KATE BRADY

PRODUCER: SUZAN MUSTAFA

PRODUCTION ASSISTANTS: MELISSA ROBERTS, JO THOMPSON

1ST AD: TY HACK

2ND AD: CHARLIE KILLICK

DOP: THOMAS HOLE

1ST AC: ALI BAINES

CAMERA TRAINEE: OSCAR HARRISON

STEADICAM: TOMMY MCMAHON

DIT: ALIX MILAN

GAFFER: LEE BRINKLEY

SPARK: ROBERT GIFFORD

PRODUCTION DESIGNER: CIARAN BEALE

ART ASSISTANT: MURDO HEPBURN

STYLIST: DANIELLE WHITEMAN

ASSISTANT STYLIST: TILLY EDGECUMBE

MAKEUP ARTIST: CINTA MILLER

ASSISTANT MAKE-UP ARTIST: JESSICA

LOCATIONS MANAGER: RYAN COLAÇO @ SCOUT

RUNNERS: ABDUL CASAL, RABIA GLYNN

COVID-19 SUPERVISOR: TERA PECHMANNOVA

EDIT: SAM ALLEN @ HOMESPUN

EDIT PRODUCER: ANGELA HART

GRADE: TIM SMITH @ CHEAT

POST PRODUCER: CARLA THOMAS

CASTING DIRECTOR: SOPHIE NORTH CASTING

FEATURING: LUKE KELLY

EXTRAS: NICK FERREIRA, TONY WITCHALLS, JED GHARBI AND BAXTER WILLOUGHBY

LABEL: INSANITY RECORDS

COMMISSIONER: DAN MILLAR

DIRECTORS REP: JOCELINE GABRIEL

Special Thanks: British Swimming Org

Category: Music video , Short Films and Music Videos

Genre: People , Storytelling