Eugene McGuiness / The Crueller Kind

The music video, graded by Colourist Holly Greig and directed by Nathan David-Smith, shows Eugene singing his latest track The Crueller Kind in a minimalist studio loft apartment.

The dancers, each as unique and lovely as the next, are not impressed with the singer, or his dancing skills, thus resulting in some embarrassing rejections.

Holly comments 'The director wanted the look and feel of the piece to retain an airy and light feel. They specifically wanted the windows to be blown out. The setting lends itself to this look, so it was fairly easy. The most important thing was to try to keep all of the details of the faces of the characters, as many of the scenes were back-lit.  The lighting was also so dependent on natural light which was changing throughout the day so it was important to try to maintain the same look despite the changing light.'