The Xcerts: Feels Like Falling In Love
The 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. is one of the purest forms of creative expression—a medium born out of the necessity to amplify music with visual storytellingPhotography is the art and practice of capturing moments, scenes, and subjects through the use of cameras and lenses. It combines technical skill and creative vision to produce images that communicate, inspire, or document.. At RIOT, we’ve reignited our passion for crafting these moving pieces of artArt is the expression of human creativity and imagination through various mediums such as painting, sculpture, music, literature, and digital design. It serves to communicate, inspire, and evoke emotions, often reflecting cultural and personal experiences., 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 involvementEngagement is the level of interaction, attention, and emotional connection that an audience has with a brand, message, or content. It reflects how actively individuals are participating, sharing, or responding to what’s presented. didn’t begin on set—we first reimagined their brand identityBrand identity is the collection of visual and emotional elements that define how a brand is perceived. It includes logos, colors, typography, tone of voice, and messaging, all working together to create a cohesive and memorable impression. It’s the soul of your brand, brought to life., 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 gradingColor correction is the process of adjusting the color and exposure of video footage to achieve a consistent and balanced look. were meticulously handled by MUG5, with additional animationAnimation brings still images to life, creating the illusion of movement and telling stories in a visually captivating way. It can be 2D (flat) or 3D (adding depth and dimension). 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 AgencyA creative agency is a team of experts who bring big ideas to life, crafting unforgettable campaigns, bold designs, and innovative strategies to elevate brands. It’s where creativity meets strategy to make businesses thrive.
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
ClientA client is an individual, business, or organization that engages the services of a professional, agency, or consultant to achieve specific goals. Clients are the partners and key stakeholders in collaborative creative and strategic processes.: The Xcerts
Agency: RIOT
Produced By: RIOT
Producer: Chris “MUG5” Maguire
Director: Chris “MUG5” Maguire
Director of PhotographyPhotography is the art and practice of capturing moments, scenes, and subjects through the use of cameras and lenses. It combines technical skill and creative vision to produce images that communicate, inspire, or document.: 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.
