The Xcerts: Feels Like Falling In Love
The music videoYour brand in motion—video captures attention, tells stories, and delivers emotion in a way that text and static visuals can’t. is one of the purest forms of creative expression—a medium born out of the necessity to amplify music with visual storytellingMore info about Visual Storytelling Dive deeper. At RIOT, we’ve reignited our passion for crafting these moving pieces of artThe soul of creativity—art is the foundation of visual storytelling, shaping the way brands, campaigns, and experiences connect with audiences., blending emotion, narrative, and imagination into every frame. For The Xcerts’ debut single from their new album, “Feels Like Falling In Love,” we had the privilege of creating a music video that delves into heartbreak and hope.
In May, we hopped on a plane and headed back to the UK, soaking in a weekend with friends and family in Wales before making our way to Brighton. The journey culminated in a collaborative effort with The Xcerts to finalize preparations for the video shoot. Our involvementMore than just metrics—engagement is about meaningful interactions, building relationships, and creating content that sparks conversation and action. didn’t begin on set—we first reimagined their brand identityThe visual and verbal DNA—brand identity is the combination of design, messaging, and tone that makes a brand instantly recognizable., giving their logo a subtle yet impactful refresh. With carefully crafted typeface choices and layered, three-dimensional cut-outs, the logo became a fresh yet familiar symbol for the band’s evolving sound.
The music video, directed by Chris “MUG5” Maguire at The Brighton Studio, brought together a stellar production team and the acting talents of Lucy Griffiths (True Blood, Preacher). Lucy brought the visuals to life, portraying the love interest in a narrative that balances light and dark themes, much like the song itself. Written during a time of heartbreak, lead singer Murray Macleod infused the track with vulnerability and resilience—a message we mirrored in the visuals to tug at the viewer’s heartstrings.
Editing, FX, and color gradingThe polish that makes it pop—color correction refines footage to create visual harmony, set tone, and ensure brand consistency on screen. were meticulously handled by MUG5, with additional animationBringing stories to life—2D and 3D animation transform ideas into motion, blending art and technology to create visually stunning narratives. crafted by the talented Ryan Schaefer. The video plays with duality, using contrasting tones and striking transitions to reflect the emotional highs and lows of love and loss. The cherry on top? A red color wash that, by serendipity, inspired a key section of the video.
Final Artwork: A Visual Anthem
Our work extended beyond the video itself. The single’s pack shot, used across all digital platforms, was derived directly from a scene in the video. Featuring drummer Tom’s crossed drumsticks forming an “X,” it symbolizes the band while capturing lead singer Murray mid-performance, exuding Tom Petty-inspired energy. The artwork became an extension of the video, marrying music, visuals, and identity into one cohesive narrative.
Packshot for The Xcerts’ single “Feels Like Falling In Love,” designed by RIOT Creative AgencyWhere strategy meets storytelling—creative agencies craft bold ideas, striking visuals, and powerful campaigns that elevate brands beyond the ordinary.
We’re proud to continue working with The Xcerts, with their next single already in the pipeline. This album is something special—a sonic journey we’re honored to be part of. Here’s to taking their music and visuals through the stratosphere.
Credits
ClientThe reason we do what we do—the client is the partner, the collaborator, and the audience we’re here to impress and grow with.: The Xcerts
Agency: RIOT
Produced By: RIOT
Producer: Chris “MUG5” Maguire
Director: Chris “MUG5” Maguire
Director of PhotographyVisual storytelling in a frame—photography captures moments, moods, and messages that elevate brand identity and campaign impact.: Richard Shelton
1st Assistant Camera / Ronin Operator: Ben Walton
Editing, Post, Color & Motion GFX By: Chris “MUG5” Maguire
Director of Animation: Ryan Schaefer
Gaffer: Rob Wilton
Gaffer / Grip: Olly Hearsey
Still Photographer: Scarlett Casciello
Hair & Makeup: Ioanna Pitsillou-Kruizenga
Production Assistant: Richard Humphris
Art Department: Pauline Maguire, Mike Maguire, Andrew Taylor, Julian Deane
Shot At: The Brighton Studios, UK
You can check out all our creative agency work with The Xcerts on Riot here.
