Ethan & Tom direct a fresh take on 90's nostalgia in their promo for tendai. Viewers of a certain vintage will remember the excitement and anticipation that came with the TV rolling into the classroom on a school day. Regardless of what was being played on-screen, the whole proceeding was an event, and the director duo have used this as their central concept in the video for Pressure. Shot in a white cyc studio, the understated action happens around this TV, which loops Ceefax-style graphics, revealing lyrics and thematical callbacks to the track. It has the multiformat, inventive trademark that the directors are known for, and achieves an awful lot on limited resources.
Rob Ulitski - 27th July 2022