What Makes You Beautiful
The music video for “What Makes You Beautiful” was directed by John Urbano. Filmed for two days in July 2011, it premiered on 19 August 2011. On each of the five days preceding the video’s premiere, One Direction posted a teaser trailer of the video online. Each teaser showed footage from the video and behind the scenes, and one member of the band announcing how many days were left until the video premiere. The video opens with One Direction spending time on a Malibu, California beach inter cut with scenes of them driving an orange campervan. On video sharing website MUZU TV, the video was the fourth most-watched music video of 2011 in the UK. The video won two MTV Video Music Awards for Best Pop Video and Most Share-Worthy Video, and the group earned the award for Best New Artist on 6 September 2012.
Gotta Be You
The single’s accompanying music video was directed by John Urbano, who had previously directed the band’s music video for “What Makes You Beautiful”. While predominantly filmed in Lake Placid, New York, in October 2011, the clip’s opening sequences were shot at the State University of New York at Plattsburgh. In October, the group told Digital Spy that they feared a crocodile attack when shooting the video. They also told Capital FM correspondent Kevin Hughes that the clip would be a significant transition from their previous music video. Zayn described it as poignant and Louis Tomlinson reflected, “The first one was all about having a very fun song, but this song is a bit different.” The music video premiered on 8 November 2011 on YouTube, and predominantly depicts the group spending time on the banks of Lake Placid. In the music video, the five-some end up meeting with girls in a camping spot in a forest. As the music ends, the group watch fireworks as Malik walks towards his significant other and kisses her. The clip attracted positive commentary from fans of the group.
The accompanying music video was directed by Declan Whitebloom in London on 28 November 2011. Whitebloom approached shooting the clip with a “what you get, is what you get” sentiment, which, as he noted, “can create some real magic.” In regard to its concept, Whiteboom characterised the clip as “kind of Monkees or Beatles-esque”, elaborating that it revolves around “five lads going crazy in London, it’s like a big day out in London.” In a December interview with Capital FM, Harry Styles reflected that the shoot was a fun, careless romp. Premiering on YouTube on 13 January 2012, the music video depicts the band performing in and around London. Following its release, the clip garnered more than five million views in its first five days of release, One Direction posted a 78% gain in Vevo plays, a 318% increase in YouTube views and a 55% jump in Facebook reaction in the United States. As a result, One Direction surged 35-10 from the previous week on Billboard’s Social 50 chart. Alex Hughes of The Huffington Post commented that the music video has an effortless element of happiness, proclaiming: “if you fail to crack a smile, there is a 100 percent chance that you are the devil.”
Live While We’re Young
The music video for “Live While We’re Young” was directed by Vaughan Arnell. On 24 August 2012, One Direction announced that an accompanying music video for “Live While We’re Young” was filmed at a “secret place.” Afterwards it was confirmed that this place was Tunbridge Wells, Kent, England. In August 2012, images of the shoot leaked on to the internet, which featured members of One Direction along with a group of people having a party in a pool. The official video was initially due to premier on 24 September 2012. However, a poor quality version of the music video leaked online on 20 September 2012: the same day it was officially published on One Direction’s Vevo channel on YouTube. In regard, the group released a statement: “We wanted our fans to see the video and hear the single in the proper way so we’ve moved the premiere to tonight. We’re really excited about LWWY, we’ve worked really hard on it and we can’t wait for everyone to see and hear it later today!” The video begins with One Direction waking up in a tent. The camp is the main setting, they conduct a football match and afterwards a pool party. The video ends with One Direction looking at the camera, with Malik singing the last line. Upon release, the video broke the Vevo record for having the most views in a 24-hour period with 8.24 million views, besting the previous record which had been set by Justin Bieber’s “Boyfriend” (8.00 million). Bieber regained the record with the release of the music video for “Beauty and a Beat” (10.6 million) on 12 October 2012.
The music video for “Little Things” was shot entirely in black-and-white and directed by Vaughan Arnell, who had previously directed the band’s music video for their previous single “Live While We’re Young”. Tomlinson disclosed via social networking website Twitter that an accompanying music video for “Little Things” was in production on 15 October 2012. Zayn Malik confirmed that they had finished filming the video the following day. On each of the five days preceding the video’s premiere, One Direction posted a teaser trailer of the video online. Each teaser showed footage from the video and behind the scenes, and one member of the band announcing how many days were left until the video premiere. The official video was uploaded to their Vevo account on YouTube on 2 November 2012. In a November 2012 interview with MTV News, Arnell said he did not want to make it about anything more than that, “When I first heard the track, the mix on it was so simple and so pure and you could hear all the qualities of the voices on the track, I just wanted to come up with something that when the viewer watched it, it was almost like sitting there listening to the boys sing the track.”
Directed by Vaughan Arnell, who had previously directed One Direction’s music videos for “Live While We’re Young” and “Little Things”, was designed to showcase the group’s comedic timing. Inspired by the Beach Boys, cult surfing films, old Hollywood, and British cinema, the music video incorporates “a technicolor vibe and a British kind of romp”, as noted by Arnell in a MTV News interview. Shot by November 2012, the music video was characterised, in several MTV News interviews, as “bigger than anything we’ve done before” by Zayn Malik, as “a lot of hard work” by Payne, as “pure stupidity” by Louis Tomlinson. Premiering worldwide on Vevo on 7 January 2013, the music video depicts the band shooting different scenes via a green screen, dressed as sailors, surfers, skiers and jailers. The music video garnered 10.4 million views in a 24-hour period, failing to attain the Vevo record held by Justin Bieber’s “Beauty and a Beat” music video (10.6 million). Despite a 34% gain in weekly activity to their Vevo channel, with the clip’s success and preceding teaser videos earning 38 million views during the week, One Direction held at number two on the Billboard’s Social 50 chart. A 15% rise in Facebook reaction gave way to a 154,000 increase in Facebook likes during the week. 191,000 Twitter followers added contributed to their overall fan base increase as well.
Best Song Ever
The music video was filmed over two days at The Temple House in Miami Beach, Florida. The video was directed by Ben Winston and written by Winston and comedian James Corden. It was released on the band’s Vevo channel on 22 July 2013. The video, which is over six minutes long, features the band going into an office in Hollywood and talking to two executives named Harvey and Jonny (Niall Horan and Louis Tomlinson, respectively) after being led in by Veronica, the sexy assistant (Zayn Malik). Marcel, the nerdy marketing guy (Harry Styles), shows them photoshopped pictures of the band in ridiculous outfits and even has a choreographer named Leeroy (Liam Payne) demonstrate his ideas for new dance moves. Insulted by this attempt to box them into the boy band stereotype, the band erupts into the song and starts wreaking havoc by throwing things around the office. Interspersed with clips from their film, This Is Us, the band continues to destroy the office and even shows off a “dance routine,” poking fun at their perceived lack of dancing prowess. The video ends as they nail a poster of themselves to the wall and Zayn spray paints the words “THIS IS US” on it, presumably to let people know that they will continue to be themselves despite their growing success and popularity. The video broke the Vevo 24-hour record with 12.3 million views, although the record was later broken by Miley Cyrus’s “Wrecking Ball”, which garnered 19.3 million views. Three days before the music video was uploaded, three teasers were posted, once each day. Zayn Malik and Liam Payne also posted a picture from the video with Malik posting a picture with his sister.
Story Of My Life
The video was directed by Ben Winston, who also directed the video for their previous single “Best Song Ever”. The video was accidentally published and leaked by Vevo two days earlier when they were supposed to upload the second teaser for the music video, but it was immediately removed. It was then officially uploaded on November 3, 2013. The video features some the band’s family members: Zayn’s sister, Harry Styles’s mother, Liam’s parents and sisters, Niall Horan’s brother and Louis Tomlinson’s grandparents (two of whom are now deceased). It starts in a dark room with the band developing photos. Afterwards, certain family photos for each member are shown, and the photos morph into the same family members doing a current recreation of the photos. Photos included in the video consist of: Zayn, aged 7, with his little sister; Louis, aged 8, with his grandparents; Harry, aged 4, with his mother; Niall, aged 4, with his brother being aged 10 when the photo was taken; Liam aged 10, with his family dressed formally.
The official music video was filmed in London in January 2014. On 25 January 2014, it was announced that the video would premiere on Vevo at midnight on 31 January. The video begins with One Direction at a house party, they are all bored until the DJ starts playing Midnight Memories. They then leave the house and over run a Take-away. They flirt with and ride around the streets of London with five elderly women on motorized scooters, steal a police boat and ride down the River Thames and the video ends with One Direction standing on the edge of the Tower Bridge.
You And I
The music video was shot on Clevedon Pier and directed by long time collaborator Ben Winston and was released on 18 April 2014. It shows Niall walking down stairs and down a pier, who turns into Liam, who then turns into Harry, then Zayn, then Louis then back to Harry. We then see clones of Harry, Niall, Liam, Zayn and Louis appear, and then the clones join up and make one Harry, Niall, Liam, Zayn and Louis. The video was not actually recorded in one shot, but rather it was stitched to become one shot. It garnered controversy as it appears to plagiarise Australian band Clubfeet’s video for “Everything You Wanted.”
One Way Or Another
“One Way or Another (Teenage Kicks)” is a cover recorded, released as the 2013 Comic Relief charity single on 17 February 2013. It is a medley of Blondie’s “One Way or Another” (1979) and The Undertones’ “Teenage Kicks” (1978). The song was nominated for British Single of the Year at the 2014 BRIT Awards. The music video for “One Way or Another (Teenage Kicks)” was shot in Ghana, Tokyo, London, New York City and at 10 Downing Street, and features a cameo from British Prime Minister David Cameron. The clip was released on 20 February 2013.
Steal My Girl
The accompanying music video has been recorded and is being produced by Ben Winston. The clip featured appearances from Danny DeVito, a juvenile chimpanzee, sumo wrestlers, acrobats and a marching band. The video was released on 24 October 2014.
In the music video, DeVito meets up with the group in the middle of the desert where a video shoot is being set up. DeVito is serving as their visionary director. He dubs each of the members of the group a different expression: Harry is love, Louis is danger, Liam is power, Zayn is mystery and Niall is light. From there, the song starts and Zayn is seen with two sumo wrestlers, Niall is seen dancing with an African tribe, Liam is seen as a leader of a marching band, Harry is seen surrounded by masked female ballet dancers, and Louis is seen with the chimpanzee as well as a mountain lion and flamingos. DeVito appears with the group throughout the video. In the end, a rain effect is used on the lot, where the group, DeVito, and all other acts appear together in one shot resembling a mix of Cirque de Soleil and Coachella.
The official music video was released on 21 November 2014 and directed by Ben Winston. This was the last video of One Direction with the member Zayn Malik as he departed from the band on 25 March 2015. Liam Payne’s real-life girlfriend Sophia Smith was involved in the shoot, but did not appear on-screen.
The video is a point of view of going on a date with all members of One Direction. The five dates take place in five different locations: a date with Zayn at an Italian restaurant (which apparently he owns as he greets cooks in the back and introduces his date to a waiter), a drive in the country with Louis, a night in playing Monopoly and Jenga next to a fireplace with Niall, ice skating with Harry and at a carnival with Liam.
As their date progresses, it goes from best to worst. Zayn’s date’s ex-boyfriend comes in and pours water and food on Zayn, which prompts her to leave Zayn as he looks on in disbelief. Next, Harry spots a couple doing a trick on the ice rink and attempts to do it with his date, but both end up being injured. Liam and his date go on a ride in the carnival, but Liam becomes nauseated and throws up in his date’s hat. Niall tends to his fireplace, but his sweater catches on fire and goes to grab a towel to put it out, only to tip over a jug that stains his date’s dress. Lastly, Louis gets pulled over by the police and attempts to joke with the policeman, which displeases him and places Louis under arrest, and the date sees Louis in the back of the police car heading away from her.
Drag Me Down
The video for the single was released on August 21st 2015. It features the boys at the NASA space station. It seems the boys are training at the station for a “mission” the training includes Harry Styles training with a robot and Louis Tomlinson riding a go kart type vehicle, and Niall and Liam singing and walking around the station while also being fitted for the mission. The video ends with all boys in space gear about to board a spaceship to venture off in space. The video was directed by Ben and Gabe Turner