Rob Ulitski - 26th Jan 2021

The everyday commute to London is not all it seems, in Lucy Hickling's cheerful promo for Fred again.. 

Reworking vocals from Julia Michaels, ripped from one of her Instagram posts (with full permission of course), we see Fred in various city locations, typing on his laptop.

As we follow his journey, however, it is revealed that Fred isn't typing, but instead creating the track and playing the piano on his laptop.

No doubt a recognisable concept for many on-the-go music producers, Hickling turns an everyday occurence into the main focus of the concept, intermixed with short, day in the life vignettes. 

Switching between vertical aspect ratios and traditional 16:9, the cinematography matches the fluidity of the concept, feeling very much off the cuff and authentic. 

PRO Credits

Credits

DirectorLucy Hickling
ProducerShea Coleman
Production CompanyStink Rising
Director of PhotographyDonny Johnson
GafferIdris Rhys
EditorPete Fullarton
ColouristDonny Johnson
Other creditsGlobal Head of Stink Rising & Music Videos: Hannah Bellil Production Assistant: Anna Peduzzi

Rob Ulitski - 26th Jan 2021

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