MUSIC VIDEOS 35: Tom McRae - A Day Like Today

New talent Hoene cleverly brings a flat to life in this technically brilliant and emotive promo for Tom McRae. The idea is that as McRae walks through the flat, he visualises objects, which in turn evoke memories. To create the effect of objects in the flat coming to life and then fading away, Hoene filmed them all with camera equipment which automatically repeats images over and over again. Despite making the video SFX heavy, the technique undeniably achieves a realistic, polished and even earthy atmosphere.

Record company: BMG

Commissioner: Temi Akinwande

Production company: Partizan

7 Westbourne Grove Mews

W11 2UR London


T: +44 20 7792 8483

F: +44 20 7792 8870


Director: Matthias Hoene

Producer: Russell Curtis

Director of Photography: Oliver Cariou

Art Director: Chris Chesney

Post-production company: Smoke & Mirrors

57-59 Beak St

London W1R 3LF


T: +44 20 7468 1000

F: +44 20 7468 1001


Editor: Kate; Marshall Street Editors