The Pineapple Thief release new music video for ‘Try As I Might’

THE PINEAPPLE THIEF have released a new music video!

The new music video, for the track Try As I Might, is taken from the progressive rockers’ upcoming new record Dissolution which is set for release later this month.

The new music video was created by was Blacktide Phonic/visual director George Laycock and speaking about the track and video, vocalist/guitarist Bruce Soord says, “the video follows the theme of the song and the album – if you sign up to this hyper connected world we live in, then you have to live with the consequences. Try as you might to get out of it.”

Watch the official music video for Try As I Might here: 

Talking about he created the track’s striking music video George Laycock explains, “when THE PINEAPPLE THIEF came to me with their track Try As I Might, they had a broad basis for an idea for a music video that dealt with a social media obsessed ‘connected’ world. This had nods to previous films and television like The Truman Show, Black Mirror, the Big Brother landscape and its preceding shows, so it was about creating a storyline using these broad influences and encapsulating into an obscure 3 minute film on a budget.

I was interested in the concept of ‘in eye cameras’, scary technology I am sure isn’t too far away from us. We decided to go down the optical medical route and follow our character on a journey from first pre-operation, to surgery, recovery and then trying to battle the decision he has made, whilst battling with the corporation he has signed up too. The film hopefully leaves the viewer to create their own conceptions on his outcome.

We filmed it all on the Dorset/Devon coastline around where I live and were fortunate to be able to secure great locations to shoot in with a few favours, including a remote seaside post-modern house, a private beach and a real working hospital and opticians. To keep the cast down to a minimum I decided that the camera that is watching Bruce would become the main supporting actor and his nemesis, appearing in scenes without anyone operating it. This allowed us to see the cameras point of view and tell the story to the fictional viewer. This old broadcast camera weighed an absolute ton, and carrying through remote woods, down a mile-long steep cliff path to a beach was a challenge on some of the hottest days of the year. Filming in the water at the end was a welcome refreshment.

Many thanks to all those who helped with the film, especially everyone involved at Yeovil hospital for allowing us such amazing access, and to Bruce for being so amenable about having scalpels inches from his eyeball.”

Dissolution is set for release on August 31st via Kscope Music.

For more information on THE PINEAPPLE THIEF like their official page on Facebook.