"The singers eyes. He wants to get in character, it's dramatic. You know I think at the beginning of every campaign he experiments with a few different things to bring it alive again. I think we're still um working it up a bit, I mean we're not totally premedatated and planned out, but I think you know it is 4 years on since the last record and I think you know you have to move on, um you have to slightly make it look different to the last time. I think we're adding a bit more color, a bit more texture, there's you know some of the North African influences, you know it's got a little bit more color and rhythm and fun to what we're doing, so I think you'll gradually see as we do more photo sessions and videos that we get away from black t-shirt look. That's the aspiration."
---Adam
(not the entire narrative, but an excerpt)