Get the Promonews daily round up

User Accounts

Get the Promonews daily round up

Tanika 'Bad 4 U' by Justin Anderson

David Knight - 22nd Oct 2013

As music video directing debuts go, this one for Tanika's Bad 4 U takes some beating. For a start the concept, for a new artist's big launch pop song, is just a bit outrageous. It's a very sexy courtship dance between Tanika - very much flesh and blood – and a massive 18-wheeler truck.

The director is Justin Anderson, already highly regarded in the fashion film world with his work with Richard Nicoll, Agent Provocateur, Armani, and George Jensen. As Justin explains below, his inspiration was the work of legendary art director Jean-Paul Goude with Grace Jones. But the execution is all his own work and its superb - a precision instrument. 

 

Justin Anderson:  "A friend of mine called Gary told me about an article he read on objectophilia. Objectophilia is when a person has feelings of love, attraction, arousal, and commitment for a particular object. People really falling quite genuinely fall in love with things; there was a even a woman who married a wall.

"Something about this article seemed to strike a chord- of course we all fetishize objects, phones, clothes, cars. ‘Hey, I really love your trousers man!’ ‘Really?’

"For my first promo I really wanted to make something that was a pretty simple performance video. I started thinking about Jean Paul Goude, the legendary French art director most famous for his work with Grace Jones or racing Naomi Campbell with a cheetah. He explores and distorts images in a fantastic way marring together diverse imagery to create an entirely new magic.

"Tanika and the song are both very sexy, I wanted to to express her sexuality but not in an obvious way. Just air-twerking doesn't seem quite enough these days; I wondered what would happen if we took a Girls ’n’ Cars cliche and turned up the volume giving Tanika the controls. So with that in mind I decided to partner Tanika up with something of an unusual partner for what is basically a performance video with a Jean Paul Goude attitude.

"Luckily from the moment Tanika and the Truck met they seemed to really click and my job was pretty easy." 

Featured sponsors

David Knight - 22nd Oct 2013

Tags

  • Director's notes
  • New Director
  • Pop, Pop, Urban

Popular content

Feedback

Problem with this page? Let us know

Credits

Production/Creative

Director
Justin Anderson
Producer
Sonya Sier
Production Company
Epoch Films
Executive Producer
Oliver Hammerton
Production Manager
Cara Hickson
1st AD
Julian Higgs

Camera

Director of Photography
Jon Peter
Focus Puller
Stephen Cornacchia

Lighting/Grip

Gaffer
Mike Rafferty
Grip
Ian Buckley

Choreography

Choreographer
Dennis Wonder

Editorial

Editor
Ruth Hegarty
Editing company
The Assembly Rooms

Grading

Colourist
Matt Osborne
Colour grade company
MPC

VFX

Post production company
Golden Square Post
Post Producer
MPC
Post Producer
Rachel Cohen
Post Producer
Jamie Louden

Agent

Director's Representation

Commission

Commissioner
James Hackett
Label
Virgin EMI

Misc

Production Assistant
Amanda Tuckwell
Clapper Loader
Louise Spanswick
DIT
Chris Belcher
Flame
Sole Martin

Other credits

Grip

Mark Morley

Rigger

Steven Daley

Crane Op

c/o Panavision

Stylist Assistant

Alex Hartley

David Knight - 22nd Oct 2013

Related Content

Industry News

Promonews logo

Music video creativity everyday.

promonewspromonewstvpromonews.tv
Submit your video