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James Arthur 'Medicine' by Charlie Sarsfield

Rob Ulitski - 11th Mar 2021

Charlie Sarsfield directs an introspective promo for James Arthur's Medicine. 

Shot in an empty theatre, the hallucinatory visual sees Arthur perform in a maze of rooms, each littered with remnants of a pre-Covid world. 

The use of mirrors and reflection elevates the kaleidoscopic aesthetic, whilst vibrant washes of colour and strobe lighting - care of DoP Stefan Yap - heighten the fantastical concept.

"Working with James felt like a real moment for me," says Sarsfield. "Having been a runner at MTV five years ago and doing second camera, to now directing his first video off his new album made me feel extremely grateful for the journey I've been on.

"The vibe on set was great, and everyone had fun, and working closely with James through the whole process was special."

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Rob Ulitski - 11th Mar 2021

Tags

  • Pop
  • Performance
  • Colourful
  • Vibrant
  • Love
  • Medicine

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Credits

Production/Creative

Director
Charlie Sarsfield
Producer
Producer
Production Company
Production Manager
Zoe Gunn
1st AD
Chris Malin

Camera

Director of Photography
Stefan Yap
Focus Puller
Thomas Nicholson
2nd AC
Sam Fullerton

Art

Art Director
Anthony Neale

Editorial

Editor
Lucy Berry
Editing company
Final Cut

Grading

Colourist
George K
Colour grade company
Black Kite

Agent

Director's Representation

Commission

Commissioner
Michael Lewin
Label
Sony Music

Rob Ulitski - 11th Mar 2021

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