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James Bay 'Give Me The Reason' by Josh Thornton-Allan

Rob Ulitski - 24th Mar 2022

Josh Thornton-Allan directs an strikingly art directed performance promo for James Bay's Give Me The Reason. 

Effortlessly elegant, the video centres on Bay's emotional performance of the song, further elevated by impressive art direction and inspired lighting.

The emblematic backdrop of a glowing orange sun provides a canvas for some striking silhouettes, and matches the emotive thematic elements in the lyrics.

“I was really interested in the work of Olafur Eliasson, an artist who uses large scale light constructions in his work - particularly monochromatic light,” explains Thornton-Allan. “This seemed like a really unique way to explore the shifting emotionality of a dying relationship.

"We approached the lighting from a purely practical position, creating a monochromatic lighting setup with our giant sun and then during the chorus filling James with colour using regular, chromatic spotlights.” 

It is a perfect example of simplicity done right, and a promising comeback for the singer-songwriter, in anticipation of his third studio album. 

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Rob Ulitski - 24th Mar 2022

Tags

  • Performance
  • Singer-songwriter
  • Pop
  • Monochromatic
  • Relationship
  • Art Direction
  • Sun
  • Emotive
  • Olafur Eliasson

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Credits

Production/Creative

Director
Josh Thornton-Allan
Producer
Finn James
Production Company
Production Assistant
Ndella Longley
Runner
Emil Terry

Camera

Director of Photography
Kai Blamey Nguyen
Focus Puller
Shane De Almeida
2nd AC
Josh Ighodaro
Steadicam
Justin Theodore

Lighting/Grip

Gaffer
Hélio Ribeiro
Sparks
Dragos Czinjepolschi, Kester Jones
Rigger
Del Norbury

Art

Set Build
Cloud & Horse

Wardrobe

Stylist
Karen Clarkson 
Hair
Charlie Cullen
Stylist Assistant
Molly Ellison
Grooming Assistant
Roseanna Hackett

Editorial

Editor
Jack Singer
Editing company
Edit Producer
Kirsty Oldfield
Edit Assistant
Laura Reyes

Grading

Colourist
Jonny Thorpe 
Colour grade company
Glassworks

Agent

Director's Representation

Commission

Commissioner
Jon Wong
Label
Republic Records

Misc

Colour Producer
Andrew Patrick

Rob Ulitski - 24th Mar 2022

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