The story behind XXXY’s - I Know This Can’t Be Love

How one great idea and 20,000 shots made a great video for XXXY's new song.

David Richards is part of Big Egg Films and is the Brighton-based artist behind the video for XXXY’s I Know This Can’t Be Love, which is part of his forthcoming EP ‘Everything’, out on Well Rounded Records later on this month. It went online on vimeo on Monday and has already had more than 10,000 views. The video manages to capture the tune’s bittersweet mood.

Hi Dave! Congratulations on your lovely video. Could you tell me a bit about the making and the idea behind it?

The whole idea behind it is abandoned romance. I took over 20,000 photos for the time-lapse bit. It took about two weeks for the flowers to die. I started the shoot without an AC power adapter, so had to wake up ever three hours to change the battery in the camera making me feel like I was on some kind of endurance mission up Everest! I only decided to set fire to the flowers half-way through the shoot. They were taking so long to die, I felt I had to destroy them! I shot it all in my flat and the house stank of smoke for about three or four days afterwards.

Who did you collaborate with on the video?

The concept was mainly conceived between me and DJ Donga, who’s the head of Well Rounded Records.

What did xxxy think about it?

I haven’t heard any feedback coming directly from him yet. I’ve been mosting dealing with the people behind Well Rounded Records.

How did you get into film making?

Having an acting background I’ve always been interested in films. Not long ago I became obsessed and started watching more than three films a day. A few months ago I did an internship at Lighthouse where I learned lots about video editing and so on.

What’s your all-time favorite music video?

Sugar Water by Michel Gondry

Who would you most like to work with?

Mark Fell from SND would be my dream collaboration.

Do you have any projects coming up?

At the moment I’m working on a few short films as well as doing some stuff for a fashion label called Mighty Humble.

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