Director · Cinematographer · London
Shot Olivia Dean’s “Nice To Each Other” himself in long takes, Fifties-musical style, with stagehands wheeling two-dimensional flats around her. It won the UKMVA 2025 pop newcomer award; Park Pictures then signed him for the US.
Play · youtubeJake Erland directed and shot Olivia Dean’s “Nice To Each Other”, the lead single from The Art of Loving, released in May 2025. Dean walks onto a rehearsal stage where stagehands move two-dimensional flats to build the scenery around her; Promonews describes it as shot in long takes in the style of a Fifties musical, with production design by Furmaan Ahmed and choreography by Meshach Henry, produced by Park Pictures.
The idea came from Wicked’s cut-out picture-book transitions, Erland told Promonews, and from Dean’s own notion of black-and-white sets: “We have an amazing creative partnership and we sketched out the world based on Olivia’s idea of black and white sets.” On the shoot: “It turns out having sets on wheels and amazing dancers makes reset and takes pretty easy!”
The video won Best Pop/R&B/Soul/Jazz Video, Newcomer at the UK Music Video Awards 2025. LBBOnline reports Park Pictures then extended his representation to the US after he directed the full visual campaign for the album. He also directed “So Easy” for Dean in October 2025.
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