Tom Beard and Olly Alexander reinterpret A Midsummer Night’s Dream for Gen-Z, in the sensual and surreal promo for Crave. 

Featuring subverted Disney villains and references to the Cult of Dionysus, the fantasy-inspired visuals are a hallucinogenic rollercoaster ride, complete with phenomenal styling and set design.

Alexander's trademark performance style is the glue that binds the carousel of vignettes, and represents a leap into a more authentic, maximalist aesthetic for the artist.

And the video features a number of Alexander's fellow cast members from the award-winning TV drama It's A Sin, including Omari Douglas, Nathaniel Hall, and David Carlisle, as well as model Munroe Bergdorf. 

TOM BEARD:

Images of Disney’s Woodland Creatures kept on popping into my head…

“It’s always amazing to receive a brief so jam-packed with ideas and starting points. Olly had included everything from the Cult of Dionysus to pages on BDSM. I chuckled to myself when I thought about how to entwine the concepts together.

"From there, images of Disney’s Woodland Creatures kept on popping into my head… especially the scene in Snow White as they dance her through the forest.

"After chatting with Olly I started to develop this idea further - twisting and subverting the theme of 'a fucked-up Disney' mixed with a ‘Midsummer Night’s Sex Dream’, reclaiming the Disney villains and kinking the whole thing up to create an altogether more adult and fantastical scene!”