New Rules 'Pasta' by Gemma Yin

Gemma Yin's command of graphics, animation and mixed media has been a much-valued talent for a while now, and in her new project for New Rules she fuses those graphic skills with performance footage of the Irish boyband. The result is an excellent, and surprisingly moving video for their song Pasta.

As the lyrical content touches upon the issues of mental health and self-image, within the confines of a love song, the video uses plenty of split-screen to cover the gamut of performance, narrative and a telling use of social media graphics.

The strength of the piece is the constant fluidity of those split screen images. It's not dissimilar to the style of a classic movie or TV title sequences of a certain period, but it works beautifully here.    

GEMMA YIN:

"The themes of Pasta are so important to highlight, [as] pressure and anxiety as a result of negative social media exposure is an issue that so many young people struggle with. [My intentions was] to help the guys shout about these issues by making a uniquely stylised video to support the track.

"I wanted to create a striking performance video with a stylised twist - performances that cascade and flow through the screen, mimicking the ebb and flow of the visual information that passes through the screens of our devices."