Florence + The Machine - Dog Days Are Over

What this video is

Released in March 2010 during Florence + The Machine's international commercial ascent following the debut album Lungs (2009), this video marked a deliberate step-change from the scrappy 2008 original. It arrived at a moment when UK indie was producing visually ambitious art-pop, and the video's theatrical, maximalist aesthetic — white void, costume ritual, ensemble accumulation — crystallised Florence Welch's…

Why it matters

A defining visual document of UK baroque indie-pop/art-rock circa 2009–2010, this video established a template for theatrically staged, concept-driven performance videos that eschew narrative in favour of symbolic spectacle. Its escalating ensemble structure and costume-as-character approach…

The director

Georgie Greville and Geremy Jasper worked as the collaborative directing duo 'Geremy & Georgie,' active primarily in UK and US music video production in the late 2000s and early 2010s. Geremy Jasper later transitioned into feature filmmaking. The 2010 'Dog…