Rushes spring clean Daniel Bedingfield's act

Artist: Daniel Bedingfield
Title: Friday
Record Company: Polydor UK
Production Company: FM Rocks UK
Director: Nick Quested
Producer: Richard Weager
Facility: Adrenalin @ Rushes
Spirit: Marcus Timpson
Fire: Matt Jackson
Rushes Producer: Jonathan Davies
Editor: Tony Kearns @ Swordfish

Daniel Bedingfield tears up his flat in this new music video by director Nick Quested, but with a little help from Adrenalin @ Rushes he cleans up his act before his girlfriend comes home on a ‘Friday’!

In this stunning yet maniacal video we see a tormented Daniel as he counts the minutes and the days before his girlfriend returns from a trip away. The promo has a clean and documentary style in the beginning and we see a postman drop a postcard with the words “back on Friday” through Daniel’s door. The initial air of suburban normality soon changes when Daniel reads the postcard and as the music picks up we are taken into the anguished world of Daniel’s head.

Strong lighting plays a huge part in providing contrast in this promo as it cuts quickly between sexual imagery and destruction. The word Friday is etched into Daniel’s back in the form of a tattoo, it’s on a wall and it’s on the floor. Daniel uses his white kitchen floor tiles as a calendar to cross off the days. As his girlfriend walks through the door Daniel’s insanity comes to an end and like any bad dream normality returns as if it had never left.

Although this is Nick’s directorial debut in the UK he is a huge success in the US and has worked with some of the biggest names in hip hop, such as Naz and Dr Dre.

Jonathan Davies of Rushes adds “We had a lot of fun with this promo and look forward to working with Nick in the future.”