Sammy Rawal directs a glossy promo for Not So French, featuring Lady Ice and a menagerie of fizzy pop beverages. Featuring frenetic camera zooms, a splash of visual effects and a bubbling energy throughout, Rawal loops different movements to create a GIF-style aesthetic, matching the beat of the track. Lady Ice is mesmerising throughout, jumping, shaking and twisting her way into a Soda Pop frenzy. "The idea behind this was to create an absurd advert-style music video for the fictitious NotSoFrench brand of soda," explains Sammy Rawal. "The video plays with the themes of 'sweet' and 'sexy' in a very camp approach. Driven by a graphic colour palette and starring Lady Ice of the iconic House of Miyake-Mugler, the video quickly spirals deeper into visual craziness as elements of digital collage, illustrated overlays and intentionally skewed scale/proportion are introduced."
Rob Ulitski - 7 months ago