Cat Velez - 23rd Nov 2016

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!"

PRO Credits


DirectorCraig Moore
ProducerDavid Wieder
Production CompanyFAMILIA
Production ManagerHannah Bilverstone
Location ManagerJacques Groenewald
1st ADChris Kelly
Director of PhotographyMurren Tullett
Focus PullerPhil Hardy
2nd ACJed Darlington Roberts
Camera TraineeCallum Simpson
GafferBill Rae Smith
SparkDavid Sedgwick
SparkCaspar Jones
Art DirectionKat Hawker
Assistant Art DirectorHolly Parkhouse
StylistNicole Daly
Make-upRobyn Power
PostAbsolute Post
EditorShayez Ali
LabelSony Music
CommissionerDaniel Millar
Director's RepresentationMarisa Garner Associates
Other creditsRunners: Lucy Kelly, Liam Green, Callum Toms, Victoria Cook, Austen Champion

Cat Velez - 23rd Nov 2016

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