How Jacob Collier’s Latest Music Video Is a Love Story to Crocs
When you’re a ride-or-die Crocs fan and singer, it’s only natural to make a music video which pays homage to a beloved brand, right? According to Jacob Collier, that sentiment holds true as the music video for his latest single ‘WELLLL’ centres around his collaboration with new, boldly pattered Crocs shoes.
The video, produced by the Hey Honey and Crocs teams, is anchored by a shared principle: CAYA, or 'Come As You Are,' a sentiment that lies at the heart of the Crocs brand and fans of its products. This mantra served as the foundation for a campaign centred around Jacob, who embodies the essence of unapologetic individuality through his music. This was also enhanced by the ‘WELLLL Challenge’ – a challenge the singer posed to his audience, asking them to shred along and riff over his new single.
With a juxtaposing white backdrop and bold colour set design led by Gemma Tickle and her team, the aesthetic of the video taps into a world of abstract patterns, enhanced by quirky camera angles. Each colourful shape mirrors the design on the signature Crocs shoes and taps into the palette to create cohesion within each shot. The same palette is carried across the wardrobe and instruments, which all solidify the visual identity of the collaboration.
Talking through the process behind the scenes is Hey Honey’s client services director Céline Boubekri, who speaks to LBB’s Nisna Mahtani.
LBB> What were the initial ideas between the Hey Honey team and Crocs? What was the vision for this spot?
Céline> All the ideas presented have started with what united Jacob and Crocs: CAYA, which is Crocs' mantra known as 'Come As You Are.' We brought the 'Come As You Are' sentiment to the core of this campaign by drawing inspiration from Jacob’s quirky, original, and unapologetic style. By doing so, we aim to empower people to follow in Jacob’s footsteps and bring their own uniquely true selves to the surface, no matter how unconventional that may seem to the world.
LBB> Jacob Collier was already a huge Crocs fan, but what made this song the perfect fit for the brand?
Céline> This song is a convergence of many musical materials that Jacob has explored. It's a song about being a child, embracing wildness and listening to your heart – much like Crocs, which is all about being yourself, exploring your inner child, and inviting people to express themselves.
LBB> The music video features bright colours emphasised by vast white backgrounds. Please tell us a little bit about the set design process and how you achieved this aesthetic.
Céline> The set design was developed by Gemma Tickle and her fabulous team. We stepped inside Jacob’s mind - into a colourful, abstract, patterned world. Set in a clean and empty environment, we used the individual shapes that make up the Crocs pattern as our building blocks. These blocks were rearranged into different setups and used as platforms for the multiple Jacobs to perform on, reminiscent of ‘Tetris’ blocks. Additionally, we created oversized objects resembling Jibbitz to complement the blocks.
LBB> How did you tie the design of the set and the aesthetic to the patterned Crocs you featured? How did you ensure they were emphasised in the spot?
Céline> We used the same colour palette as the Crocs shoe in the set design. Additionally, the portal through which we travel from the shoe to Jacob’s universe was developed with the shoe's pattern. The intention was to seamlessly integrate the Jacob Collier Crocs shoe into the organic flow of the story.
LBB> In terms of timescale, how long did this take to shoot and edit?
Céline> We conducted the video and photography shoot in one day in London. Following this, the post-production process, including colour grading and final edits, took approximately four weeks. This was due to the nature of the number of shots and the complexity of editing.
LBB> What was the trickiest part of the process and how did you overcome it?
Céline> Honestly, the process was very smooth as everyone was very involved and dedicated to getting the best outcome. The timings on set were the most challenging as they were very strict due to the number of shots being delivered in just one day. As you can imagine, a multiplicity of Jacob’s required reshooting with various outfit and musician instrument changes. Our shot lists were very particular and planned down to the last minute to make sure we could achieve everything in the day. Plus, we had to combine still photography between each shot to utilise each outfit and instrument change.
LBB> In terms of the wardrobe, how did you use items of clothing to enhance the vision and blend in with the sets and scenarios?
Céline> As a part of Jacob’s universe, our intention was to showcase his multiple personalities using various instruments and set designs. This is why we requested Jacob to bring his favourite outfits that represent his unique personality. This approach was essential and aligned with the Come As You Are ‘CAYA’ brand mantra and sentiment.
LBB> How have people reacted to the spot so far? What have the most surprising reactions been like?
Céline> The campaign has already had a positive impact on Jacob’s fan base across platforms, from Instagram to TikTok and YouTube. The partnership resonated not only with the existing fan bases of both Crocs and Jacob Collier but also achieved unexpected enthusiasm from communities that shared a passion for music and fashion.
A key part of the engagement tactic for the campaign was the ‘WELLLL Challenge’. Jacob challenged his audience to shred along and riff over his new single. The number of entries has been overwhelming, considering that the level of talent for a challenge like this requires music knowledge and an already high level of technical ability.
- Vibes & Horns on YouTube contributed his piece with a horn cover.
- Cy-Leo shredded with Jacob using a Harmonica.
- And on TikTok, we heard and saw a wild violin rendition.
LBB> What’s next for the Crocs and Hey Honey collab? Should we keep our eyes peeled for anything else?
Céline> As with all Crocs collaborations and projects, they’re under wraps, but there is more to come from Hey Honey and Crocs' continued long-standing relationship
LBB> If you had to describe the video in one sentence, what would it be?
Céline> Jacob invites everyone to join him, play as they are, create unique moments with music and Crocs, and be part of a collaboration that celebrates everyone's uniqueness.
