It’s like a jungle out there, and Director Jules Lucas is fresh from delivering a massive music video for one of Australia’s favourite indie rock bands — The Jungle Giants. With the clip, ‘Send Me Ur Loving’, now out in the wild rounding up nods of approval from fans and fresh admirers alike, Jules has a moment to kick back and contemplate what made this particular project such a toe-tapping success.
Did the band come to you with a vision for the video, or was the grandiose rehabilitation centre a product of your own imagination?
I did indeed come up with the concept, which was really born of an idea I had for another music video that I’d parked for a rainy day. I just had to tweak a few things, as the original concept was darker and more focussed on the perils of modern life. But when I heard the Jungle Giant’s track it felt right to apply this concept and make it more about relationship therapy.
In saying this, I did work closely with Sam, the lead singer, to refine the concept and ensure that it felt right for the band and that they were happy with what we were creating.
How much did the song’s lyrics influence the narrative of the clip? And in your experience with music videos, is this typically the case?
I do listen closely to the lyrics of a song and so it certainly influences the narrative and how I approach a clip. The band didn’t want to weave a huge narrative throughout, and so I made sure that the video was more of a snapshot of the Jungle Giant’s Manor, rather than getting lost in a detailed storyline.
I do love having other actors and characters sing lines of songs in my video clips, and so the lyrics played a big role in that regard also. It seemed to fit nicely having the guests sing some of the lyrics to each other as part of the healing process.
Many would expect a clip of this calibre to warrant a high price tag, how do you manage to deliver a premium production when this isn’t the case?
It’s a combination of having a network of people who are keen to get their hands dirty on creative projects simply for the love of it and not for a huge pay check, and also ensuring that you don’t pursue a concept that needs a huge budget to make it believable. Identify early what the film is about and find a way do bring it life without breaking the bank. Some of the best clips have tiny budgets, but the idea is so great that it doesn’t matter in the slightest.
Also, as much as possible I aim to choose locations that already have amazing set dressing. This means that you aren’t blowing all of the budget on the art department. That can be your undoing if you shoot in a space that needs a lot of work to achieve the look you’re after.
You’ve worked with many of the cast before, what do you suppose has them putting their hands up to work with Wildebeest time and time again?
I felt very fortunate that the a familiar cast were excited to be involved. The video relies on good performances and the actors we work with are all really talented, so I’m very grateful that they gave me their time.
I think it’s a few reasons, namely trust though. , which is hugely important in filmmaking. If you consistently make quality work and communicate honestly with people, then they’ll want to work with you again. It’s important that you manage everyone’s expectation and ensure that they 100% understand what’s required of them, and don’t abuse that trust.
And of course I also get along with them well, so we have a friendship on top of our working relationship, which always makes the time on set an enjoyable one for everyone.
Asking you to name your favourite project is no doubt like asking you to name your favourite child. However, is it fair to say that creative opportunities like this are certainly a perk of the job?
I can concede that videos are stressful, but they’re also really rewarding too. It’s a moment where you can explore whatever’s in your head and try to bring these ideas to life on film.
Being a Director is exactly that — a job — but are there some days you enjoy slapping on your director’s hat more than others?
Absolutely. It usually has to do with how much I’m behind the project I’m working on. If I don’t understand why we are making something then I find I often struggle to enjoy it. I’m at my most passionate about a project when there is a clear motivation for what’s happening on screen, not simply a string of pretty shots playing one after the other.
The clearer the vision, the more I enjoy it. Especially when I’m fortunate enough to be bringing my own vision to life.