Rob Munday

A Choose Your Own Adventure styled interactive music video, Romain Chassaing’s immersive new video for Naïve New Beaters track Words Hurt lets its audience decide on its protagonists path through life. Letting the viewers make a number a decisions for its charismatic “hero” (played brilliantly by the band’s frontman David Boring), Chassaing’s story begins with letting you choose whether he cheats on an exam before deciding whether to ‘Trump it up’ in politics.

The latest in a line of music videos for Parisian trio Naïve New Beaters, Words Hurt takes the interaction one-step further than the brilliant 360-degree experience Chassaing created for the Heal Tomorrow track. Presenting two contrasting routes to take at key-points in its lead character’s life, although this video obviously give its viewers a curated path through its story, the journey it takes you on really makes you feel as if you play a part in how it unfolds.

A blend of comedy and social commentary, Words Hurt once again showcases Chassaing’s exceptional production values, with its attention to detail and meticulous design closely rivalling the lead performance for stand-out element in his video. The director continues to make fun and ingenious content for French production house Solab Pictures and we can’t wait to see what he comes up with is his next collab with Naïve New Beaters.