Today, British singer-songwriter Jessie Ware released the official music video to her incredibly haunting "Tough Love." The video is directed by Alex Lee and Kyle Wightman of BRTHR Films and can be viewed above.
As the opening four seconds give us a glimpse into the frantic darkness that life sometimes bestows upon us, the iconic chords of "Tough Love" ensue, and reveal a dual storyline. Scenes of Ware are interspersed throughout the video in open ranges, while the corresponding couple is captured in various scenes of solitude.
This song is about letting go of a love so strong it almost clouds your judgment. The mood of the video is ominous and brought goosebumps to my skin. As the cinematography changes from color to black-and-white, I had to catch my breath because the essence of a destructive relationship has been beautifully captured. Ware expresses the freedom of life, while the juxtaposed storyline conveys a feeling of suffocation.
This has to be one of the best video clips I have seen in the years, and I know that's a big call, but it had me mesmerized right from the opening scene. The vision of the video is a prefect reflection of the song's intentions.
“Tough Love” will be available at digital retailers on July 22, so to keep up to date with Ware's album release, tune into her Zumic artist page.
Source: Jessie Ware VEVO YouTube Channel