A Step Back in Time for X Factor Winner James Arthur’s Latest Promo

British singer-songwriter, James Arthur, returns to the UK charts with his latest single, NAKED, with Madam Films providing the service production for the promo.

Shot at Black Island studios across one day, the MADAM crew recreated a late 1950s / early 1960s live television studio, complete with original television cameras. The promo was directed by Mario Clement of German production company, EASYdoesit for Sony Germany.

The premise is a romantic short story with Arthur as the host and interviewer of his own live television programme. In the story, Arthur finds himself in the uncomfortable position of interviewing a special guest, played by Cressida Bonas, who happens to be the woman he is in love with. As the story continues, the drama unfolds on screen live in front of an audience of millions.

Black Island studios became home for the one-day shoot with two immaculately recreated sets comprising of the live television studio and an everyday living room. This brought an opportunity to source an exceptional art department with immense attention to detail. The one-week turnaround for pre-production required experienced Heads of Department who were able to pull out all the stops in such a short space of time. Production Designer Russell De Rozario’s input to the set was imperative. Having the calibre of MADAM favourite De Rozario on the crew and his network of contacts brought with it the opportunity to bring two original cameras down to London from Birmingham. The final sets, coupled with wardrobe, hair and makeup finely tuned to the era, created a genuinely believable and atmospheric shoot.

Carly Stone, Executive Producer and Founder, Madam Films, said: "It has been quite a few years since MADAM has produced a music video and it was the opening sentence of Mario’s treatment, the film being based upon one of his dreams, that instantly drew MADAM in. We were keen to be involved in a narrative piece and partner with the talented EASYdoesit crew to step back into the 50’s/60’s, allowing us to work creatively with our UK crew."