Yungblud Sends a Love Letter to London in 'Lovesick Lullaby' Video

Yungblud released his latest music video today for the third track off his new album Lovesick Lullaby, a visually rich, playful homage to London, directed by Charlie Sarsfield via Untold Studios. The pair continue their longstanding creative partnership, with Sarsfield being Yungblud’s go-to director of choice, following the recent nine-minute video epic for Hello Heaven, Hello.

A stylistic nod to the golden era of music videos, Lovesick Lullaby unfolds like a cinematic ride through Yungblud’s version of London, full of energy, character, and tongue-in-cheek charm - culminating, fittingly, at the pub. The video blends stylised performance, practical set builds, and camera trickery to create a transportive experience that captures the chaotic spirit of the track.

“Lovesick Lullaby is meant to be fun, and that's all we wanted it to be - a throwback to when music videos were fun and playful, exciting and vibrant,” said Charlie Sarsfield, director at Untold Studios. “When the focus wasn’t on how many likes it’d get on Instagram, but more offering a fun, three-minute getaway for the viewer. Matched with slick camera work from Courtney Bennett, ambitious ideas, and a great performer in Dom, this video goes down as one of my favourites I’ve ever been involved in.”

A defining feature of Lovesick Lullaby was its commitment to achieving effects in-camera. The production team built custom rigs including a double dolly system that allows Yungblud to chase a sliding pint down a bar, and constructed imaginative sets that ground the video in physical space while giving the team freedom to create something truly original.

This hands-on approach was emblematic of the creative process - a tight-knit collaboration between Yungblud (Dom), Tom Pallant, and Charlie Sarsfield, who began mapping out ideas for the campaign as early as last November. The result is a rare and seamless partnership between artist, director, production, and management - a unified creative force that feels more like family than a typical production model.

Charlie’s work with Yungblud continues to push the boundaries of what music videos can be - blending narrative, personality, and handcrafted production design into short-form films that resonate far beyond the screen.