Streets Ice Cream with James and James embarked on a unique brand marketing venture. The ice cream giant launched it’s new range of real fruit ice creams, along with a commissioned song to be used alongside all of their marketing. Streets wanted unique to introduce the fans to the song. This also needed to be a visual representation of the brand with a connection to the lyrics. James and James proposed a real world video to align with the brand’s style and have the text appear physically in the shots. This would blur the lines between lyric video and music video. This combination ensured an entertaining video for the viewer and educating them in the lyrics as well.