Laurence Warder is Head of Production, the video team of 4th Floor Creative Group. The team deliver multicamera live shows, original formats and branded content for Sony Music artists and for commission.

Laurence has worked closely with many brilliant artists like Rag and Bone Man, Little Mix, Camilla Cabello, and Bring Me the Horizon to deliver music videos and concerts.

Our recent chat with Laurence discusses his favourite campaigns and talks about the overlaps between visual creativity and music.

I’m currently working on projects with brilliant artists like Joy Crookes, Pip Millet and Tom Grennan. Hope to have more to share soon.

I'M LOVING

Creatively at the moment, I’m loving watching my team at work. Meeting other creatives in the field. You’re always learning on this job.

FAVOURITE VIDEO

My all-time favourite music video is Nine Inch Nails Closer. Before that, Michael Jackson videos were it for me but seeing Closer was the first time I thought I could make videos that followed no rules. I was a massive Goth at the time too so it connected. The way the imagery and edit riffs with the track is immense.

BEST ARTWORK

It's hard to differentiate from an album you love right? I would love an album and sit it on the shelf like art. The artwork for The Strokes Is This It? is simple but charged, lets go with that.

RECENT CAMPAIGN

The most recent campaign I’ve enjoyed working on has been working with Fiona Garden on the campaign for Rag'n'Bone Man.

We’ve done a lot, live sessions, various video pieces together and it never feels like work. Especially when the artist is not only a creative force himself but one of the nicest guys in the business.

BRAND COLLAB

The most recent brand collab that caught my eye was the one that Lil Nas X didn’t do with Nike.

CREATIVE VIDEO

For me the most creative and original music video of the past year is Lil Nas X MONTERO (Call Me By Your Name).

LOGO LOVE

I wish I’d designed the artist logo for Lana Del Rey because I’m a fan and I think there are creative options on long artist names. Daft Punk have the best logo out there in case that was the question.

GO FOLLOW

The one artist you should follow on Instagram is Lil Nas X.

It’s amazing watching someone being so unapologetically queer as well the way he tackles homophobia directed towards him. He also knows how to make content.

ICONIC

The most iconic music photograph is The Diamond Dogs photograph of David Bowie by Terry O’Neill. It lives in my mind. I took inspiration from this when directing a vertical video for Little Mix’s, Woman Like Me.