Promo News - 15th Apr 2019

New director Lauren Pringle delivers a charming showcase for the mellow-voiced Ruti, taking some familiar pop video elements - exuberant dancers, lit-up cars - and dialling it all back from the usual levels to give it a relaxed, slighty trippy, very feelgood mood. 

LAUREN PRINGLE:

"Movement and feeling is a big part of my work and when I heard the enchanting voice of Ruti, I couldn't help but want to create something that reflected this nostalgic and rippling tone.

"I wanted to see how I could merge movement with a feeling of fantasy that had elements of 80’s/90’s teenage movies. Back To The Future, The Breakfast Club and Heathers for example were big influences of my childhood and I wanted to think about how I could reconstruct this feeling within the characters and aesthetic but with a modern twist that felt current and engaging for Ruti.

"Using the fractal lenses was really the magic touch with this work and this helped me to recreate this strong feeling of glow and mysticism that I feel the song resonates. Keeping it sparkly, light and slightly trippy in contrast with the playful day reality worked really well and I wanted the viewer to feel the power of Ruti’s voice and be swept up for a few minutes in a realm of mystique and play."

Credits

WardrobeJade Elise Moore
DirectorLauren Pringle
Production CompanyFAMILIA
Executive ProducerToby Walsham
1st ADJhiliem Miller
Director of PhotographyMolly Manning Walker
Focus PullerJames Wicks
2nd ACKit Sullivan
GafferRamzey Sabbagh
Art DirectorJakob Gierse
ProducerNatalie Uglow
HairJudit Florenciano
Make-upShayna Lewis-fenton
EditorLawrence Dawes
EditorJhiliem Miller
Editing companyCoffee & TV
ColouristDan Moran
Grading companySmoke & Mirrors
Director's RepresentationOB Management
CommissionerRichard Grewe
LabelPolydor Records
Other creditsPRODUCTION ASSISTANT: ​RYAN MORGAN, AVELY VAIN ELECTRICIAN:​ CHARLIE MANNING WALKER ART DEPT ASSISTANT: ​HARRY BEEDLE STYLIST ASSISTANT: ​KIAH BIBBY BTS: ​BORJA MARTING CAST: Ruti, Riley J Wolf, Jordan Ajadi, Kirubel Belay, Rachael Hooper, Freja Jenkin, Kassi Chana

Promo News - 15th Apr 2019

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