On first glance this video for The Format may strike you as a parody of director Suzie Vlcek's ode to young teens finding love at a punk rock matinee show that is the Silversun Pickups "Lazy Eye" clip, but director Travis Kopach — as usual — is going for something a tad deeper. Set up as a hokey staged performance of two kids falling for each other at a swanky and sophisticated soda shop. Despite the sweet tone and trappings, however, Kopach focuses on the inherent power struggle at the basis of any relationship (sexual or otherwise). As is usually the case, the girl exudes utter confidence as she controls every aspect of the courtship from the initial wink and a nod right up to the sleepover (in separate bunk beds, thank you) which she decides to bail on in the middle of the night. So basically, a more accurate title for this video is "She Totally Gets It, But Only When She Wants It."--> watch "She Doesn't Get It"
The Format "She Doesn't Get It" (Vanity Label/Nettwerk)
Travis Kopach, director | Smurfette, producer | Dignity & Shame/Refused TV, production co | Jon Fordham, DP
