Albert Albert captures the dizzying highs and lows of social media fame, in this spectacular short film/promo hybrid - shot in vertical format. Set to a score by Thom Draft, the video (nominated at this year's UK Music Video Awards) explores the life of L, a teenager whose life is full of tension, pain and misery because she’s being horribly bullied by other girls at school. This all takes a turn when her fury is unleashed via her middle finger, which bursts into a permanent flame, making her an instant celebrity. But in a society that thrives on instant gratification and endless access to social media, the euphoric side of L's fame is inevitably quite fleeting. She will be replaced by the next Big Thing, returning to a life of being bullied. But this time, it's not just the girls at school, it's anyone with access to social media. The film is told in a 'screenlife' style, unfolding within the common currency of familiar phone apps, which gives viewers an instant connection to the story by bypassing the fourth wall. Deftly executed and fast-moving, it's brilliantly achieved, skilfully blending the music score and narrative elements.
Rob Ulitski - 4 months ago