David Knight - 10th Jan 2014

James Ward at Bristol-based studio Scubaboy Inc has directed the hypnotic video for American artist Serengeti and his song I Could Redo (taken from his album Saal).

James has used photo-realistic animation and live action choreography to create a dark, impressionistic environment, dominated by a moonlit city, that reflects the song's abiding theme of regret and heartbreak. 

James Ward:

"I've long been an admirer of Serengeti's work, so it was exciting to get the chance to work with him on a project like this. The song is lament for the end of a relationship - that moment of regret when it's all over where you wish you could go back redo all the times you failed to do or say the right thing in the hope it could save you from the hurt and pain. The idea with the video was to explore this moment through a character who is lost between wishing they could go back and (knowing that they can't) wishing it would all would just end now.

"I wanted to create an animated world that looked vaguely real whilst being able to reflect the central characters state of mind (slipping between the real and the imaginary) without losing the human emotion of the song, so I decided to create photographic based compositions mixed with live action performance.

"After some experimentation I ended up with the central character lost in a deserted city where the sun never rises and it never stops raining, whilst his lost love appears dancing in a void, an altered memory of beauty that is now out of his reach."


DirectorJames Ward
Production CompanyScubaboy Inc
Lead actorEsther Tyler-Ward
LabelGraveface Records

David Knight - 10th Jan 2014

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