Dillon Francis makes his objectives crystal clear in the official video for "Not Butter," not only with blatantly sexual film making, but literally as well. Francis introduces "Not Butter" with project objectives, including promoting nightlife and safe sex and generally creating the perfect party video. He seems to do pretty well on his first try, marrying a Gatsby-esque party venue with a carefree high school vibe, but he's not satisfied for "pretty well."
Instead, he and his crew continue to push the envelope, checking in on and modifying their objectives as necessary, until they've essentially established "Not Butter" as the soundtrack to an EDM-fueled orgy. Given that the video dropped the day after summer's seasonal debut, and we're all feeling the party vibe pretty heavily, it's a safe bet "Not Butter" may actually end up in this very role before it's all said and done. For all purposes, it seems Project: Dillon Francis Rebrand is a success.
Shanna Gibbs writes stuff, is married to Netflix and loves pickles. And she's on Twitter: @BananaintheCity.