"little too experimental" are you joking TGJ or is your video knowledge limited? This is basic video making.

As for Rita being the face of Madonnas clothing line. 1) Who cares or wears Madonna's clothes
2) Who cared about the other faces
3) Isn't the face of Madonna's clothing kinda a step back for a girl who everyone is saying is great?
Even Lilly Allen broke the states and Cher Lloyd so magazine covers mean nothing.