Rob Ulitski - 30th July 2020

Ella Henderson takes a trip down memory lane in Rauri Cantelo's visual for Take Care Of You, on her computer reminiscing about some of her favourite childhood moments.

Cantelo was inspired to explore the theme of nostalgia by incorporating the ‘brutalist’ design of Windows ‘95, but giving it a strikingly colourful, popping-candy-esque update for the modern day.

The folders of video memories create a tapestry of nostalgia, easy enough to drop in and out of, tainted by the wistful yearning for a time that has been and gone. The act of exploring old memories can be either positive or negative, dependent on mindset, and the use of subtle effects - such as the hesitation when making a selection on-screen - really leans into this idea. 

Henderson states, “This song is for everyone I love, as well as a message of self-care - a personal reminder to look after myself, both mentally and physically.”

The video was created remotely, with the use of iPhones and drones, at the height of the Covid-19 lockdown. Sending a drone pilot to Ella’s house not only allowed Cantelo to capture imposing aerial shots, but also meant that the shoot complied with the UK government’s guidance on safe social distancing. By patching into the live drone feed, Cantelo was able to provide real time feedback to both the drone pilot and Ella herself.

RAURI CANTELO: 

Lucy made sure I didn’t blow the budget on turning Ella into her own version of the iconic Windows paperclip assistant.

“Working remotely is a very surreal process. It’s really easy to feel as though you’re not doing enough. So we contrasted that by working 24/7.

"For the initial stages of this project, producer Lucy Hawes, and graphic designer Jo Guthrie were operating from New Zealand, so I’d be spending all day with Lola Webster (storyboard artist, treatment designer and researcher), researching and editing the animatic, to then ‘pass the baton’ over to Lucy and Jo in the evening to review and continue their end. Lucy would also make sure I didn’t blow all the budget on turning Ella into her own version of the iconic Windows paperclip assistant. One can only dream!

“In all seriousness though, creating something in the midst of a global pandemic, with a team of people working on it from the other side of the world, really relies more so than ever on collaboration and ensuring that a shared belief in the concept is established prior to anything being done.

“Also, having an open dialogue with Ella from the very beginning meant I was quickly able to bounce mock-ups and ideas over to her, to get her input from a very early stage. It’s just really all about transparency and clarity from the get-go, as we’re all trying to make something great in a very controlled and fast moving environment.”

PRO Credits

Credits

DirectorRauri Cantelo
ProducerLucy Hawes
Executive ProducerDougal Meese
Director of PhotographyOllie Richards
EditorEd Cooper
Editing companyThe Assembly Rooms
ColouristThomas Mangham
Post ProducerKate Ryan
CommissionerNicola Sheppard
LabelAtlantic Records
Other creditsDrone Production Assistant: Elspeth Fisher IPhone Camera Operator: Patrick Henderson Graphic Designer: Jo Guthrie Treatment Design & Storyboards: Lola Webster Edit Producer: Eppie Bowler Colour Assist: Dan Levy Online: James Pratt

Rob Ulitski - 30th July 2020

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