Autumn de Wilde directed via Anonymous Content her latest video for Florence + The Machine, “Free,” the fourth single from the upcoming album Dance Fever.
The promo stars British character actor Bill Nighy–whom de Wilde previously directed in her 2020 feature Emma–as Florence’s anxiety, shadowing and antagonizing her throughout the video.
Filmed in Ukraine in 2021 with Ukrainian filmmakers and artists and featuring Ukrainian folk art by Katerina Konovalova and designed with production designer Volodymyr Radlinskiy, “Free” follows the previous three Florence + The Machine music videos “King,” “Heaven Is Here” and “My Love,” all also directed by de Wilde.
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Credits
Client Florence + The Machine Production Anonymous Content Autumn de Wilde, director; Jamie Feliu-Torres, DP; Ryan Heffington, choreographer; Eric Stern, Juliet Naylor, producers; Ana Castellar, production manager; Susie Cave of The Vampire’s Wife, costume designer; Scott Fraser Simpson, additional costume for Bill Nighy; Peter Aluuan, Fiona Hicks, additional costume & wardrobe stylists; Odile Gilbert, hair stylist; Sarah Reygate, makeup artist to Florence Welch. Production (Ukraine unit) Radioaktive Film Kate Galytska, exec producer; Serafima Kutsenko, producer; Yura Galitskiy, production manager; Alina Yatsyk, 1st AD; Masha Verboliuk, 2nd AD; Vladimir Radlinskiy, production designer; Max Halushka, art director; Katerina Konovalova, backdrop artist; Valentyn Bren, wardrobe stylist; Dasha Taivas, makeup artist. Editorial Final Cut Miky Wolf, editor; Matt Gabzdyl, assistant editor; Maggie Mcdermont, editorial producer; Denis Reva, VFX. Color Company 3 Jean-Clement Soret, Yoomin Lee, colorists. Finishing/VFX Framestore Sound Finishing Machine Sound Nigel Manington, sound design & mix; Ghazal Zargar Elahi, sound producer. Title Design Thunderwing Nic Taylor, J.B. Taylor, title design.
Fresh off Lay’s 2025 beloved Super Bowl spot, “The Little Farmer,” and a global brand refresh, comes a brand-new commercial airing in the first half of the big game on Feb. 8.
Titled “Last Harvest,” the new emotionally driven ad follows a father-daughter potato farming duo as they pass down generations of potato harvesting knowledge, showcasing a true legacy in the agriculture community. Academy Award winner (Jojo Rabbit) Taika Waititi directed “Last Harvest” via production house Hungry Man for agencies Highdive and Frito-Lay in-house shop D3. Waititi brought his signature storytelling style to this year’s Lay’s ad, just as he did with “The Little Farmer.”
Set against a moving rendition of “Somewhere Only We Know” (originally recorded by English rock band Keane), “Last Harvest” weaves through heartfelt flashbacks, shining a light on the family-owned farms behind many of Lay’s potato chips.
“Last Harvest” was inspired by Neumiller Farms in Illinois, a family farm that Lay’s parent PepsiCo has worked with for decades. It’s a third-generation potato and vegetable farm now run by father and daughter team Tom Neumiller and Katie Floming, who grow 3,500 acres of potatoes annually. Their farm plays a vital role in the Lay’s story, with Tom now guiding Katie as she prepares to lead the farm’s next chapter.
