Wednesday, 30 June 2010

Burn The Negative - "Smash and Grab" Music Video Art Direction

I was given the oppertunity to Art Direct a Performance Based Music Video for New-wave Electro pop-punk band: Burn The Negative with there song "Smash and Grab".

My Director wanted to capture the nostalgic 80's pop culture through Style, Overexposure, Strong Visual Colours and Abstractivity.

Group shot of BTN.

Overexposure was a very important element for the video. to achieve this I created a white room, using photographic paper, covering the walls and floor.

Overexposed headshot of Bass player.
Overexposed headshot of Lead Guitarist.
Overexposed headshot of synth/keys player.
Overexposed headshot of Lead Singer.
the element of Fashion was very important for the video in capturing that 80's style. To create this I toyed around with the use of Minimalism, contrasted with strong visual colours (the red of the jacket).
The use of contrasting colours and minimalism along with some interesting and fashionable cinematography help create that sence of style and Fashion.

Close-Up of Mic.
Group shot, utilising depth of field.
Red directly contrasting and highliting the minimal white.
Fashionable and stylistic Guitar pose cinematography.
The video being perfromanced based, usually doesnt convey any underlying meaning. In attempt to make this genre of music video more interesting for this piece I decided that the use of creative abstractivity through the use of prop selection and cinematography (basically filming through objects like glass to create a warped and abstract image).
Unfortunatly during filming most of the Abstract ideas were abandoned due to lack of time. what abstractivity remains reflect some of the simple elements of the Abstractivity I originaly intended.
filming though 35mm photographic film to create an interesting and moody image.
The TV was a requirement from my director, I like its conceptial element to it.
This was done by filming through a red lightbulb. I like its moody and more abstract effect.
Guitar Strings CU through the other side, creating an interesting and abstract use of cinematography.

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