Luke Tierney - 9th Oct 2013

Here is a story you can enjoy straight from the horse's mouth, literally! Brodinski and Theophilus London partying in LA. That's a day you want to see and somehow you can thanks to Division Paris' new recruit Helmi. Through an almost-no-shot-too-seedy promo that takes on a tour of the producer's day, from business to pleasure (or rather studio to the strip club), Brodinski comes across like a boss who knows how to work hard, play hard. All this from a view where we see everything from a camera apparently implanted in his mouth.

The ambitious concept comes from first-time director Helmi - although he is by no means 'new to the game'. He has charted a fairly uncommon route, from casting director to director. But as this proves, it's a move he's made in very confident style.

We had the chance to find out more in our chat with Helmi, what it's like to work at Division Paris, what Brodinski is actually like to hang out with – and just how he managed to actually film the promo.

As your first project with the illustrious Division Paris, were you nervous at all?

Not at all, Division is the best atmosphere I've known for work. The ambience is always good, like a positive pressure…

Although not his first video, it's always great to have some visuals accompanying a Brodinski track, how did this come about?  

It was during a party of course. I knew him for a while and came up with the concept, he had a track he needed a music video for. A few drinks later we were on a plane to L.A. with all the Bromance crew and Division. 

I get the feeling Brodinski would be fun to hang out with. Was the aim to show what a typical day in his life is like?

It's not fun to hang out with Brodinski! He's always on the run, and we had four days to shoot and prep everything, camera tests included.

At the same time he was producing his album, meeting people and managing his label. It looks cool from the outside, but trust me that guy is a workalchollic. That's maybe why he's here. Beside this he's the best L.A. guide you'll ever meet. The town is his.

The tone is extremely candid, was this actually the case when shooting?

Well let's say, we didn't get the right to edit everything we shot…

I know I'm not the only one who just can't work it out. Did you actually put a camera inside a mouth to film this?

It's funny most of the people think it's fake. But no, it's real, no post production, 100% real. Everything was really shot from his mouth. I invented a system to be able to shoot from this point of view with the help of a dentist and a prothesis, and he can drink and eat. No talking, but this was never done before. So I'm happy, because I think music videos have to be an experimental ground for directors. 

* Check out Luke Tierney's blog, Word Is Cheap, or his Twitter @wordischeap, for more thoughts on his favourite music videos.

PRO Credits

Credits

DirectorHelmi
LabelBromance Records
CommissionerManu Barron
ProducerAntoine Camard

Luke Tierney - 9th Oct 2013

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