Mallory Knox 'Giving It Up' by Craig Moore
Craig Moore was inspired by the modern day problem of technology addiction in this video for English five-piece rock band Mallory Knox's track Giving It Up.
Set in the near-future, the video follows three characters who choose escapism to tackle the monotony of everyday life. At the click of a button, they enter a nature-filled parallel dimension they are free to run around and explore. The video includes an impassioned performance from the band, shot alongside the entranced characters who are begin to realise that running away from their problems won't solve them.
"I wanted to do something completely different on this one. The idea of using technology to escape daily life is something everyone can relate to, so we ran with that and came up with the concept of a remote which lets people escape to a serene parallel universe. Our characters become addicted to using the remote to escape, even though they know the pleasure they feel is only momentary.
"We shot on location in Black Park Forest which provided the perfect backdrop for all the different elements we needed to cover. It was a long day but really happy with how it turned out, thanks to a great team!"
|Production Manager||Hannah Bilverstone|
|Location Manager||Jacques Groenewald|
|1st AD||Chris Kelly|
|Director of Photography||Murren Tullett|
|Focus Puller||Phil Hardy|
|2nd AC||Jed Darlington Roberts|
|Camera Trainee||Callum Simpson|
|Gaffer||Bill Rae Smith|
|Art Direction||Kat Hawker|
|Assistant Art Director||Holly Parkhouse|
|Director's Representation||Marisa Garner Associates|
|Other credits||Runners: Lucy Kelly, Liam Green, Callum Toms, Victoria Cook, Austen Champion|
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