Musician Florence Welch collaborated with director Vincent Haycock of Park Pictures and choreographer Ryan Heffington on the NSFW (brief nudity) music video for "What Kind of Man." It's part of "the Odyssey of Big Blue," a Haycock-directed campaign including music videos, live shows, and more related to the forthcoming Florence + the Machine album How Big How Blue How Beautiful. Steve Annis was the DP; Haycock edited with Tabitha Denholm.