Blooms a.k.a Louise Cunnane has unveiled the new music video for ‘If I’ taken from the artist’s stellar début E.P If.
Created by The Work Inc, the slow-moving camera work caught in the street light haze of dusk’s transition into night mirrors the deep atmosphere and glistening textural aesthetic of Blooms’ music.
Shot with a malaise to each movement, the voyeuristic narrative perspective combined with some beautifully composed cinematography combine in creating an ominous, tense tone to the visuals that is both captivating and unsettling.
With the narrative building to its inevitable and uneasy finale, the imagery and proceeding scenes provide the perfect backdrop for the story to conclude upon as night transitions back to day, restarting the cyclical nature of the themes explored within the video.
Capturing the enchanting, swaying feel of ‘If I’ (and indeed Blooms pin-point ability to imbue atmosphere and tone) The Work Inc succeed in delivering a music video that both compliments the music itself and expands upon it.
Click above to watch the music video for ‘If I’ by Blooms. The song’s parent E.P If is out now, read the Last Mixed Tape’s review of here.
Video by: The Work Inc.