Remi Laudat takes viewers on a journey through a Pan-African dancehall hangout, in his energetic promo for Amaarae featuring Kojey Radical & Cruel Santino.
The Jar Family ‘Machine’ by Gavin Randall
Gavin Randall depicts a repetitive and humdrum day at the office in his promo for The Jar Family’s Machine, contrasting the narrative with a spirited performance from the industrial folksters.
Originally sourced trough Radar and following a well-received appearance on the influential Clash Magazine website (it’s become their most viewed and shared video), Gavin had this to say about the production: “I feel the outcome of the video was really close to what I originally pitched, the only difference was its scale. We suggested a smaller location and only a handful of extras, but after The Jar Family got in touch really liking our pitch, they suggested we go all out with the extras and size”.
“While it was a much harder job finding all these people and props as well as being more difficult on the day, I think it was definitely the right way to go, made it look more epic and I was very happy with the final outcome.
“When coming up with our idea, we looked closely at the band’s image and style, ‘Industrial Folk’ is used to describe their music and the single was called Machine they also used Metropolis as a film they liked and a possible reference. Using these ideas and influences we looked into similar films like 1984 and Brazil and came up with the idea of people working for the system, all in sync and all looking the same. We even added the large clock as a reference to Metropolis.
“We learnt a lot from the shoot, but we always do. Every video brings up new problems and situations that need solving. One thing I need to remember is to stop using projectors as they never quite work how you want them too, even though they might sound good on paper. Due to the clock being projected on set and trying to hide it, the actual image of the clock didn’t look right, it was skewed and slightly off. So the clock you now see in the video was all added and tracked in post to make it look sharper and cleaner.”
|Director of Photography||Scott Coulter|
|Production designer||Yellowbrick Music|
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