I've long had a theory that music videos are the ideal canary in the coal mine for new technology: Music videos are: easily digestible short-form showcases that led the way in breaking cable TV and online video to the masses. Now that the 3-D age is being foisted upon us, music videos are unsurprisingly being moved into the showcase role. Perhaps since the majority of folks will see this big and slick Avril Lavigne video via traditional means, the 3-D usage is mainly used to establish depth-of-field set-ups — including an opening lingerie shot — that should get eyes a'popping if you happen to view it on one of the many Sony TVs seen throughout. Otherwise, it's business as usual for Avril, using this comback clip to re-establish her rebellious pop bonafides and sell some perfume. --> watch "What The Hell"
Avril Lavigne "What The Hell" (RCA) Marcus Raboy, director | Jil Hardin, producer | DNA, production co | Jonathan Sela, DP | Jeff Selis, editor | Benji Bamps, art | Dave Hussey @ Company 3, colorist/telecine | Steele Studios, FX/3D | Missy Galanida, exec. producer | Samantha Lecca, commissioner
note: DNA is a sponsor of Videostatic.com
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