Use of Masks and Bat for Lashes Video

I really like the use of masks and think they can quite quickly give an indication and feel of the subject without the actual need of an animal or full dressed up costume.
I really like the way everyday clothing has been mixed in with masks and think it can give quite an errie look without being too over the top.
I really like in the use of masks in this music video for Bat For Lashes. I like the idea of not knowing what the person looks like underneath.
I think my only worry with using masks is the fact that it can look too amature. Whilst on kids it looks cute, on adults it can look slightly comical and posed. Therefore, I will need to consider my consumer and what I am selling before I think of adding masks to the set.