International reggae artiste Orville ‘Shaggy’ Burrell recently launched his latest project with one of the most elaborate launches seen in Jamaica for an album and video. The story line for the video was carried out well as persons watching were able to follow. The video was directed by award winning international video director and creative mind JayWill (GAMEOVER), and as usual the video was of high quality and standards fitting for the international market and has already been placed on rotation on the MTV website and soon others to follow.

JayWill and Shaggy has a long relationship in creating some of the best videos coming out of Jamaica and this latest project is just another hole in the belt. Shaggy seems to be a huge asset for brand Jamaica as most if not all his videos have the authentic Jamaican sound, feel and appeals to the tourism market with our without intention. Like his previous video ‘Sweet Jamaica’ which featured Mr.Vegas and Jose Wales, his current project ‘Sugar Cane’ has that same feel good vibe and so does his new album. Again Mr. Boombastic is setting trends for other Jamaican artiste to follow, not only as an artiste but humanitarian and business man as his album and video are under his new label Ranch Entertainment.

The video starts with a British accent that of Ramona Samuels of ‘The Voice Box’ a unique Jamaican company that provides voice overs in more than 5 difference accents. The video then shows 2011 Miss Jamaica Universe contestant and 2nd place winner Chantal Zaky walking out to a picturesque island postcard view and has drinks with Shaggy, while the store then sets back to days earlier on her arrival to the island where she meets her ‘Sugarcane’. All this happens while her sister travels back home alone to the surprise of the father as he tries to make contact without success. His wife opts to go to the island and return with the daughter where she too on her arrival finds her sugarcane .

The story line is nothing unique but the way in which it is brought across can be considered fresh and plays along with the ‘sugarcane’ undertone well. The director JayWill again used his creative genius in pulling off yet another broadcast commission friendly video.

The styling of the video was done well as local designer and stylist Camesha Powell did what she does best and pulled off yet another great video. As she made sure to work along with the sweet island vibe and kept the pieces as simple as possible not making them seem all too resort and tourist looking. She incorporated brands like CY Clothing, who’s popular among the Caribbean market and international tourist markets. She also gave attention to the accessories used in the in the video along with the swimsuits and breach dresses that were worn by the talents. From the fedora hats, Sun glasses, necklaces, head pieces they all complemented the outfits well.

Shaggy ‘Sugarcane’ video is indeed one that will be able to be used years after the song is not as popular as it is today. A perfect video and song for the summer as well as for the upcoming World Championships and the 2012 Olympics . As they would say in Jamaica Shaggy and Jaywill can cross it.