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Years & Years 'Crave' by Tom Beard

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!”

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Rob Ulitski - 6th Oct 2021

Tags

  • Pop
  • A Midsummer's Night Dream
  • Gen Z
  • Crave
  • Hallucinogenic
  • Maximalist
  • Fantasy

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Credits

Production/Creative

Director
Tom Beard
Producer
Production Company
Executive Producer
1st AD
Jack Meredith

Camera

Director of Photography
Jack Exton
Focus Puller
Kate Molins
2nd AC
Charlotte Croft
Steadicam
Luke Snowball

Lighting/Grip

Gaffer
Cullum Ross

Art

Art Director
James Soldan

Editorial

Editor
Sam Bould
Editing company
Final Cut Uk

Grading

Colourist
Vic Parker

VFX

VFX
Mikey Smith + Zee S
Post production company
Raised By Wolves

Agent

Director's Representation

Commission

Commissioner
Louis Danckwerts

Misc

Publicity
Lee Sharrock

Other credits

Production 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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