Rob Ulitski - 13th Aug 2021

Nono Ayuso directs a heartwrenching promo for Joy Crookes' Skin, captured in a truly arresting way - including having Joy travels around London, with her friend, on a bed.

"The song is about someone very close to the artist who thought life wasn’t worth living during a dark time," explains Ayuso. "We created this intimate film, where the bed is the symbol of the love between the couple, but at the same time is the symbol of the darker times. Both sides of the coin: love and depression, you never want to get out of your bed.

"I also wanted to show that even if you are feeling down or in love, the world never stops, and to achieve this we shot a moving bed in the streets of London."

Tackling a difficult subject matter with a delicate, thoughtful touch, Ayuso captures a series of performance setups in a raw and intimate way - in a bold portrait-shape aspect ratio. He lets the story talk for itself without any distracting effects or cutaways.

"Joy felt necessary to include a special person to her within the video [and] we were incredibly grateful when he chose to participate," continues Ayuso. "The making of the video created an ownership and healing of that difficult time they both lived through. And a time that I feel is relatable to a lot of people. The intensity that was generated from it being a real-life experience for the both of us translates into the video because ultimately it is real."

Joy Crookes adds that she wanted to the video to be a genuine depiction of the song itself. “The song is about someone very close to me who thought life wasn’t worth living during a dark time," she explains. "When it came to the video, it felt necessary to include that person in it. I asked him sincerely and I was incredibly grateful when he chose to participate. The making of the video created an ownership and healing of that difficult time we both lived through."

"The intensity that was generated from it being a real-life experience for the both of us translates into the video because ultimately it is real.

"This autobiographical way of making work is hard emotionally but undeniably my favourite way of making art. Nono was so integral in this, as not only is he a fantastic director but a sensitive and empathetic character that made telling a story as difficult as this one a cathartic experience.” 

PRO Credits

Credits

DirectorNono Ayuso
ProducerCharlie Scannell
Production CompanyPartizan Darkroom
Executive ProducerMayling Wong
1st ADTom Kelly
Director of PhotographyJake Gabbay
Focus PullerDaniel Kolditz
2nd ACAida G. Veda
GafferSam Crook
Art DirectorZuzanna Skurtys
WardrobeNatalie Roar
HairIsaac Poleon
Make-upMata Marielle
EditorCristina Ballesteros
ColouristFran Cóndor
VFXB.art
CastEzra
Director's RepresentationClaire Stubbs @ Mouthpiece
CommissionerKat Cattaneo
LabelSony Music
Film LaboratoryCinelab Film and Digital

Rob Ulitski - 13th Aug 2021

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