Jimmy Brown - 7th June 2011

Jonnie Malachi delivers a bittersweet tale of first crush, love rivals and heartache in this cute and dramatic promo for the new Scouting For Girls single Love How It Hurts.

"This was a great job as Semera Khan and Sony/Epic had total faith in us," explains Malachi. "I had a free hand creatively to come up with the storyline and the label were supportive with all my casting choices. We were really lucky with our casting session - the kids were mindblowing, and their auditions knocked my socks off. The 'little badboy', Eric Dibb Fuller, has actually been playing the Artful Dodger in the West End version of Oliver! It was also really lucky that we could find the younger and older versions of the main roles looks-wise...

"I had also just photographed the comedian Eric Lampaert for his Edinburgh comedy festival posters, so had him squarely in mind for older geek. I wanted this to be 'bittersweet' - and hopefully it has the right balance of cute sweetness, with some luvverly heartbreaking dark undertones...

"Big thanks to ALL crew involved for nailing their roles 101% on a (naturally) tight budget. Special thanks to Mikey (ye ever smiling) Levelle, producer extraordinaire, and for thinking of this great part of the world, Broadstairs, for the retro 'land that time forgot' Eighties vibe. And I raise my glass to the big man on the Alexa, Monsieur Matt Fox, who captured some beautiful images and hand-held it like a champ."


DirectorJonnie Malachi
Executive ProducerMikey Levelle
Production CompanyShameless
Director of PhotographyM
GafferPaul Allen
Art DirectorMarcus Sharp
StylistEmma Lamp
Make-upDanielle Argent
ColouristJames Tillett
CommissionerSemera Khan
EditorJohnny Rayner

Jimmy Brown - 7th June 2011

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