The Drive
An innovative music video for "Everyone You Know" using motion control - with technical breakdown and BTS.
From the Directors:
The initial idea for the video came from wanting the camera to spin inside the car, but obviously, that's been done a million times so we only want to do that if we could make the life still outside which seemed 'impossible'?' Consequently, we realised that was a really good idea so we just had to figure out how to make it possible technically. A geostationary camera made the 'impossible' possible as far as the initial creative went.
We also wanted the juxtaposition of abstract and realism; incorporating multiple narratives that would take place outside of the vehicle simultaneously, interpreting some of the lyrics of the track. This would create a sense of surrealism, as if the guys were stuck in their heads during the drive the entire video and none of the outside scenarios occurred at all.
The most challenging part was wrapping our minds around the motion control camera vs the motion controlled turntable vs also playing in reverse. Its a completely impossible to think about those things and imagine them all as one. The correct way to do it is to break them individually, they never need to be jumbled into one thought.
Behind the Scenes:
We started by building digital and scale models to test a few of the techinical assumptions - all is better explained in the BTS:
Companies
Sony Music UK
- Music
OB Management
- Advertising
