Music video for The Schema's new single "Those Rules". For more info on The Schema, www.theschema.co.uk

The Schema are an unsigned band. The video is done by Alex de Campi, an unrepresented director, outside the production company system. It cost £500 and took 10 days to make from first meeting to delivered, finished product. The video shot to number 1 worldwide on youtube its week of release in August 2007, beating videos by the Foo Fighters, Enrique Iglesias and Pharrell Williams... and remember, our entire production budget wouldn't even have covered the catering expenses on those shoots.

Credits: Starring Mark Joseph, Marysia Kay (www.marysia.com) and Ed Gregory. New Kurt Cobain (& Tramp Distractor): Charlie Bennison. Beautiful blonde: Clare Elizabeth Costigan.

Directed by Alex de Campi. Shot by DP Guy Routledge on an Aaton LTR using Fuji Eterna Vivid 160T stock. Focus puller: Alex Meaker. 1st AD: Maud Young. Neg dev & TK by Todd-AO London. With thanks to Fuji, ProCam and the Borough of Westminster.