David Knight - 29th Jan 2019

Jamie-James Medina says the idea behind his video for Rudimental was that "the video is the video". And indeed, this really is a deconstruction of the whole process of making a video for Scared Of Love.

We get the trials and tribulations of pre-production, the email trails (featuring producer Stavvas Stavrou and commissioner Dan Curwin), and Stefflon Don not making the shoot and phoning in her performance...

In the meantime, Ray BLK provides the backbone of the performance video, while Medina also investigates our addiction to screens.

JAMIE-JAMES MEDINA:

"I love process and I wanted to explore that. That was my first thought and I knew that I couldn’t make a standard pop music video. Like everyone, I watch music videos on the internet - on my laptop or phone. But I was staying with my mother last year, who has a television that strangely still carries music television and I just had the idea of creating a desktop experience on a television.

"Then I got interested in screens or windows, how they communicate, and live editing them as platforms. And then it became about using those windows - all the screen we follow - to tell an authentic process story.

"My pitch was basically, 'The video is the video.' But I don’t think anyone knew what we were making until we delivered a early proof of concept, but the overall concept was that the concept would keep changing. But the band were open - they had very few notes."

Credits

Art DirectorXander Mitchell
DirectorJamie-James Medina
Production CompanyForever
Executive ProducerSasha Nixon
Production ManagerAnna Saffery
1st ADAto Yankey
Director of PhotographyOlan Collardy
Focus PullerAnthony Mchugh
2nd ACKairo Jones
GafferVini Jones
ProducerSavvas Stavrou
Stylist (Artist)Natalie Michaelides
HairShanice Cooke
Make-up (Artist)Esther Apageyi
EditorSpencer Campbell
Editing companyFinal Cut
ColouristAlex Gregory
Grading companyThe Mill
VFXFons Schiedon
CommissionerDan Curwin
LabelAtlantic Records

David Knight - 29th Jan 2019

Related Content

video

Metaxas 'Timezones' by Savvas Stavrou

Savvas Stavrou's video for Cyprus-native, London-based Metaxas' song Timezones sees a couple as they struggle to keep a relationship alive despite living …

Cat Velez - 22nd Aug 2016

Latest News

news

Daniel Askill joins Serial Pictures

Filmmaker Daniel Askill has joined production company Serial Pictures for North American representation of commercials, branded entertainment, and music videos, and partner company Anonymous Content …

Promo News - -2679833 seconds ago

news

Josh Cole signs to Kode Media

After taking some time out from directing, multi-award winning director and photographer Josh Cole has signed to Kode Media for music videos and commercials.

David Knight - -1831113 seconds ago

news

COMPULSORY signs Filmawi

COMPULSORY have announced the latest addition to its roster: award-winning photographer and filmmaker Filmawi. The former agency creative joins the production company for UK representation in …

Promo News - -1298925 seconds ago

news

Entries now open to Shiny Awards 2019

Entries are now open to the second Shiny Awards, the music video awards show for emerging directors, which will be held at The Mill, London, on Tuesday, 26th February 2019.

Promo News - -859165 seconds ago

,