Alessandro Amaducci directs a glitchy, hyperactive promo for French producer-duo Som.1.This concept is executed in a frantic amalgam of character performance and distorted textures, building to a riveting climax of pulsating strobes and split-screen edits - before a final scene with a sand timer running down. "There is no more time," Amaducci explains of the idea behnd the visual. "The countdown goes faster and faster. In a world inhabited by animals and few surviving humans, a final celebration of dance is staged. A post-apocalyptic fashion show. We must run. Dance. Until the end."A thought-provoking concept with a lo-fi, dystopian aesthetic that is haunting and alluring in equal measure.
Rob Ulitski - 5 months ago