JAM Creative took the lead in developing the creative concept for the visuals and collaborated closely with the quartet - Melanie Blatt, Shaznay Lewis, and sisters Nicole and Natalie Appleton. The goal was to produce a visually stunning sequence that would merge silhouetted outlines of the group members with sparse yet vibrant backdrops. The concept aimed to mirror body movements into profile outlines, incorporate shadow effects with military salutes, and build an enticing visual without revealing the full appearances of the performers, creating an air of anticipation for their stage appearance. Each band member was filmed individually and their shots were combined in post-production to create seamless transitions.
For certain shots, JAM Creative employed a Translum – a thin semi-transparent sheeting – to capture subtle hand movements, facial expressions, and gentle rhythmic motions against a diffused backdrop. The interplay of light and shadow would be essential to convey the desired atmosphere.