Will Joseph Cook reveals video for 'Sweet Dreamer' - director's notes

'The Sweet Dreamer video is about losing a grasp on reality, with me ultimately being swallowed into a dystopian world of TV cliches'

(Screenshot/Vimeo)

Will Joseph Cook has put out a new video for 'Sweet Dreamer' which is stylistically very similar to the likes of 'Girls Like Me' and 'Take Me Dancing' - prepare yourself for Pop Art colours and several costume changes.

Will wrote us some director's notes about making the video:

"The Sweet Dreamer video is about losing a grasp on reality, with me ultimately being swallowed into a dystopian world of TV cliches. The song however, is about losing touch with my optimism, but I thought the latter would make a better music video. I like to keep all the video concepts to my own ideas, it's something I really enjoy.


 
 (Screenshot/Vimeo)

"Naturally, when it comes to actually shooting, I collaborate with a director to turn my dumb ideas into something more tangible. Said director is Rafe Gibbons, I've worked on all three videos with him.

"It has been nice building on the creative relationship with each video and we now share a lot of creative vision. I find that I need that conceptual involvement to give me drive and perspective for what we're making. Without it, I think every other part of the process would be more difficult for me.

"Something that I always try to do with my videos is give the song a duality and make people see it in a different light.

"I want people to hear the song, work it out, and then be right back at square one after seeing the video. With both 'Girls Like Me' and 'Sweet Dreamer' using the title instead of the lyrics allowed for me to take the video concept to a totally different place.


 
 (Screenshot/Vimeo)

"I think it's far too easy to make a bland music video that looks nice. For me personally I always place concept above all else, that goes for creating and consuming.

"My favourite videos are often the simplest ideas; the originality and strength of the concept are what keeps them engaging, not the camera lens. Don't get me wrong, it is also enjoyable when things look really nice but it's definitely secondary for me."