Rob Ulitski - 6th Oct 2021

Tom Beard and Olly Alexander reinterpret A Midsummer Night’s Dream for Gen-Z, in the sensual and surreal promo for Crave. 

Featuring subverted Disney villains and references to the Cult of Dionysus, the fantasy-inspired visuals are a hallucinogenic rollercoaster ride, complete with phenomenal styling and set design.

Alexander's trademark performance style is the glue that binds the carousel of vignettes, and represents a leap into a more authentic, maximalist aesthetic for the artist.

And the video features a number of Alexander's fellow cast members from the award-winning TV drama It's A Sin, including Omari Douglas, Nathaniel Hall, and David Carlisle, as well as model Munroe Bergdorf. 

TOM BEARD:

Images of Disney’s Woodland Creatures kept on popping into my head…

“It’s always amazing to receive a brief so jam-packed with ideas and starting points. Olly had included everything from the Cult of Dionysus to pages on BDSM. I chuckled to myself when I thought about how to entwine the concepts together.

"From there, images of Disney’s Woodland Creatures kept on popping into my head… especially the scene in Snow White as they dance her through the forest.

"After chatting with Olly I started to develop this idea further - twisting and subverting the theme of 'a fucked-up Disney' mixed with a ‘Midsummer Night’s Sex Dream’, reclaiming the Disney villains and kinking the whole thing up to create an altogether more adult and fantastical scene!”

PRO Credits

Credits

DirectorTom Beard
ProducerMrMr
Production CompanyPrettybird
Executive ProducerChris Murdoch
1st ADJack Meredith
Director of PhotographyJack Exton
Focus PullerKate Molins
2nd ACCharlotte Croft
SteadicamLuke Snowball
GafferCullum Ross
Art DirectorJames Soldan
HairRyo Narushima
Make-upJimmy Owen Jones
EditorSam Bould
Editing companyFinal Cut Uk
ColouristVic Parker
Post production companyRaised By Wolves
VFXMikey Smith + Zee S
Director's RepresentationPrettybird
CommissionerLouis Danckwerts
PublicityLee Sharrock
Other creditsProduction Assistant: Savannah Kityo 2nd AD: Jack Green Runner: Gabriella Puzzle Trainee: Tai Carter Electricians: Kyle Carlisle, Harvey Green, Lorenzo Guerrieri, Robert Taylor-Hastings Rigger: Roy Clark Art Dept Assistants: Sebastian Chang, Sebab Khan, Peter Easterby BTS Videographer: Ben Chapman BTS Photographer: Hugo Yanguela Snake Hire And Handling: Toms Kozel @Tom’s Talking Reptiles Medic: Chris Arnall COVID Supervisor: Cian Tomos Llewellyn Covid Testing Nurse: Florence Smartson Edit Producer : Nikki Porter Edit Assistant : Matt Gabzdyl Sound Designer : Aaron Taffel Post Production Sound : Rascal Post Dancers: Jai Joshua, Zacc Milne, Taylor Goodridge Cast: Omari Douglas, Munroe Bergdorf, Nathaniel Curtis, David Carlyle Make Up Supervisor: Sophia Gia Make Up Assistants: Luz Giraldo, Jayde Coxon, Jenny Glynn, Jordan Glancy, Esme Horn Hair Assistants: Makoto Tsunoda, Yuri Kato Nail Technician: Simone Cummings Stylist: Nick Royal Wardrobe Assistants: Alicia Rodriguez Aparicio, Maria Bautista Villaverde Management: Martha Kinn, Michael Smith, Fiona McAuley

Rob Ulitski - 6th Oct 2021

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