The Xcerts – Hold On To Your Heart (Official Music Video)
For the final chapter of our creative collaboration with The Xcerts, “Hold On To Your Heart” became the most emotionally resonant music videoVideo is a powerful visual medium that combines moving images, sound, and text to convey messages, tell stories, and engage audiences. It is used across platforms and industries to inform, entertain, and inspire. in the campaign. Directed by Chris “MUG5” Maguire, this video brought the heartache and catharsis of the title track to vivid life, blending intimate, heartfelt performance with cinematic grandeur inspired by the emotional storytellingStorytelling is the art of crafting and sharing narratives that engage, inspire, and connect with audiences. It uses characters, emotions, and plotlines to convey messages and ideas in a memorable and impactful way. of 80s cinema.
Filmed entirely in a single day, this production embodied the DIY ethos and sheer passion that defines our approachStrategy is a structured and goal-oriented plan designed to achieve specific objectives by leveraging resources and actions in an organized and intentional manner. It serves as a roadmap for success across various disciplines, from business to marketing. at RIOT. With just a three-person crew, we embraced the unpredictability of the day, allowing the weather to become an unplanned collaboratorA collaborator is an individual or entity that works jointly with others on a project, sharing skills, resources, and ideas to achieve a common goal. Collaboration is the foundation of teamwork and creative synergy in any successful endeavor.. Torrential rain drove us to take shelter in Fat Boy Slim’s greasy spoon cafe, while shifting clouds created dramatic natural lighting. By the time blue skies opened up over Brighton Beach, it felt like the heavens themselves were helping tell the story.
A still from The Xcerts’ “Hold On To Your Heart” music video, featuring Murray Macleod against a cinematic blue sky backdrop.
From graffiti-covered walls in Brighton City Center to the iconic shores of the beach, every location was carefully chosen to mirror the emotional arc of the song. These backdrops served as a canvas for lead singer Murray Macleod’s gripping performance. His portrayal as a heartbroken yet hopeful protagonist channeled the raw vulnerability of the lyrics, speaking directly to the audienceAn audience is a group of individuals who receive and engage with a specific message, content, or product. In marketing and creative fields, understanding the audience is critical to crafting resonant and impactful strategies and campaigns. with an unflinching honesty. As the song implores listeners to hold on through the darkest times, Murray’s gaze and delivery make it feel like he’s singing to each of us personally.
The video is intentionally minimalist, with the focus rarely straying from Murray. This creative decision ensures the emotional weight of the song remains front and center, while the dynamic visuals—contrasting the bleakness of stormy skies with the warmth of sunlight—offer a sense of light at the end of the tunnel. It’s a visual metaphor for the message of hope that drives the track.
“Hold On To Your Heart” is the culmination of a year-long journey with The Xcerts. From reimagining their logo and single artwork to crafting three distinct music videosVideo is a powerful visual medium that combines moving images, sound, and text to convey messages, tell stories, and engage audiences. It is used across platforms and industries to inform, entertain, and inspire., we worked alongside the band to tell the story of their album cycle from every angle. Each project reflected a different aspect of the album’s themes, and “Hold On To Your Heart” became the emotional anchor of it all. We’re immensely proud of this campaign and look forward to seeing The Xcerts soar to even greater heights with their upcoming work.
