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Baby Queen 'Medicine' by David East

Rob Ulitski - 10th Sept 2020

David East directs a hallucinatory vision for Baby Queen's deadpan appraisal of the effectiveness of anti-depressants in Medicine. 

Enclosed in a sterile white room, the video opens with flickering performance setups, before ramping up the energy with abstract art direction and frenetic cinematography. Like a drug trip gone awry, we cut in and out of surreal vignettes, moving through different setups at a wild pace. 

Expect oversized piñatas, bleeding walls and creepy ghosts, as Bella aka Baby Queen explains how her medication has drained life of all real meaning. 

DAVID EAST: 

We wanted to create something that felt like it was all a bit of a hallucination. 

"Having worked with Baby Queen a few times and being close friends, this was a real treat to make. From start to finish it felt like a real collaboration.

"We wanted to create something that felt like it was all a bit of a hallucination. Creating a room that chopped and changed throughout, almost felt like her mind. This was our approach. 

"We had a great team from Poppy the art director to Thomas Hole DOP . The lighting was essential in this to bring this world to life and create an obscure atmosphere that she finds herself in. It was a real fun shoot."

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Rob Ulitski - 10th Sept 2020

Tags

  • Performance
  • Surreal
  • Alt Pop
  • hallucination
  • frenetic
  • Creepy

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Credits

Production/Creative

Director
David East
Producer
Siobhán Daly
Production Company
Executive Producer
Toby Walsham
Production Manager
Beatrice Guistini
1st AD
Aidan Quinn

Camera

Director of Photography
Thomas Hole
Focus Puller
Mark Gee
2nd AC
Billy Askew
Steadicam
Tom McMahon

Lighting/Grip

Gaffer
Ollie Whickman

Art

Art Director
Poppy Ridell

Editorial

Editor
Rick Woolway
Editing company

Grading

Colourist
Toby Tomkins
Colour grade company

Agent

Director's Representation
Ob Managaement

Commission

Commissioner
Label
Polydor

Misc

Head of Music Video

Other credits

Creative Director

Semera Khan

Runner

Bradley Braterip, Ela Kotze

DIT

Sam Storey

Art Dept

Stella Hadjidemetriou

Wardrobe

Nelima Odhiambo

Desk Op

George Jenkins

Spark

Jamie Whickman

Dog

Pablo C/O Jacob McFadden

Artist Management

Sebastian Foux

Rob Ulitski - 10th Sept 2020

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