Joe McElderry: Here’s What I Believe

As the first X Factor winner to release four solo albums Joe McElderry is not the typical Syco alumni. This brand new album from Joe features his first self penned track “Here’s What I Believe” which The Bear had the honour of creating the video and TV Commercial to promote the project. The lyrics narrate the story of a couple who are at a point in their relationship where they know splitting up is the best thing to do…

We cast a beautiful couple to give a life to Joe’s lyrics in key locations that Joe would then revisit as he reflects on the story he’s describing, all set back in his home town of South Shields. We spent three days up in Newcastle and the UK weather didn’t disappoint. To look at the video you’d think an entire season had passed between filming the couple and then Joe’s scenes.