Florence + The Machine - Breath Of Life

What this video is

Released in May 2012 as a promotional tie-in for Universal Pictures' Snow White and the Huntsman, this video sits at an early-2010s intersection of British indie art-rock and Hollywood blockbuster marketing. Florence + The Machine were at the height of their Ceremonials-era commercial and critical peak, and the commission represented a broader industry trend of pairing prestige indie acts with fantasy/action…

Why it matters

A landmark example of the early-2010s symphonic indie-pop soundtrack commission, demonstrating how mainstream UK indie acts absorbed orchestral and choral production values previously confined to prestige film scoring. The track and its video codified Florence + The Machine's brand of baroque…

The director

Scott Murray is a music video and commercial director. The 'Breath of Life' video was produced by Sandy Murray, suggesting a close production team. Murray's directorial approach on this project employed black-and-white documentary-style cinematography inside…