Baby Queen 'Medicine' by David East

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."