Callum Lloyd-James directs an affecting promo for Grace Gachot's Built To Be Bad embodying the feeling of a world being torn apart, weathering your emotions like a storm. The monochromatic video opens with a selection of close-up shots of Gachot's performance, the camera slowly reveals a stripped-back studio setup, with windswept fabric that battles the environment before the scene settles back to a new normal. "As soon as I heard the song I knew I had to work on it," explains Lloyd-James. "The words were so honest and vulnerable. You can feel this power struggle going back and forth through the track."For me, it was about trying to find a way to represent that battle in a way that felt dynamic and genuine. It's a track that's so personal and close to Grace's heart, I didn't want to mess around too much with the visual side of it. It was more about tapping into the raw emotion of the song and building to the point where you let it all out and explode on the second chorus."Lloyd-James says that he and Gachot spoke at length about how to do this. "And in the end we stripped the whole video back, keeping her on one mark and pulling the world down around her," he says. "This felt like a perfect way to portray the chaos and helplessness we can all find ourselves in at the end of a relationship."
Rob Ulitski - 1 month ago