@DanoCerny WATCH IT: Keith Urban w/ P!nk "One Too Many" (Dano Cerny, dir.) https://t.co/qHpLlurnau via 1 day 11 hours ago

Ella Eyre "If I Go" (Henry Scholfield, dir.)

Ella Eyre - If I Go

Here's a perfect example of using in-camera tricks to create the illusion of zero gravity...

Henry Schofield, director:

"-So the ceiling is the floor?
- Yes... No... First the floor is the wall then the floor will be the floor... 

The concept itself threw up a lot of technical challenges and no less in the semantics of which way is up, at what point and for whom. 

With the direction of gravity becoming kind of optional it throws up a lot of ideas about what could look cool, but it's hard to visualise... We had a very very basic reference model I stuck together and spent a fair amount of time in prep twisting it one way or another whilst cracking our necks and scratching our heads, but in the end you kinda get a feel for it... Like reading words backwards. 

Creating a set that could turn 360º and appear so effortlessly crafted with a beautiful, beat-driven lighting aesthetic that had to be rigged for rotation takes a certain kind of brilliance... thankfully we had it in the shape of Mikey Hollywood (designer) and Ben Fordesman (DOP)... BIG UP!!

As our Comissioner described it to Ella: "essentially it's like performing in a giant tumble dryer... Whilst it's turning...'

She was like: 'cool' and then totally nailed every take. To be honest I think she got her head around it quicker than I did!”

Artist
Song
Director
Label
Producer
Production Company
Director of Photography
Executive Producer
Commissioner
Mikey Hollywood, Production Designer

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