Berlin-based duo A Nice Idea Every Day bring their signature 'camera shift' technique to screamo's darlings Bring Me The Horizon. Not to be confused with the miniturising 'tilt-shift', camera shift produces a mesmerising and unbalancing side to side motion that brings an extra dimension to the band's passionate artic seaside performance. The frosty location is actually the German island of Rugen and the video intercut with threads of a narrative story. Apparently the story will be elaborated on in the band's next video with A Nice Idea Every Day. Obviously those with longer artistic titles work well together!
Sam Hill - 30th Jan 2013