There’s certainly a lot to look at in this video, isn’t there? Although maybe the most disconcerting part is realising that Beck’s head is starting to resemble a gingery lightbulb. It’s directed by Keith Schofield, and you can see more of his work on his website here: http://keithschofield.com/. I’d say his stuff has a glossy oddness to it. It’s healthy, clean-cut and safe California-style surrealism, but very pretty for all that.
His site also contains treatments for the videos, which are fascinating. For this one, he says:
Each scene will have a clear purpose. It’s just that no scene will connect to any other one. They won’t connect to anything. And I want nearly every shot to be a “WOW!” moment – a big set piece that any other video would spend 3 minutes on.
Which I’d say is pretty much what he delivers.