Music Video Theory

Artist: Ricki-Lee Song: Do it like that Director: Emma Tomelty Q. How were you approached for the job? I approached the record label, EMI, to show them some of my work and they called me in for a meeting and asked me to pitch on Ricki-Lee's second single, 'Do It Like That'. They were excited to learn about my background as a dancer and makeup artist and my slight obsession with American pop videos and thought that I'd be a good match for Ricki.  Q. What inspired you on your idea for the video? I was given a brief by the record label to do something fun, upbeat and energetic, featuring drums and dancers. They also floated the idea of a rooftop party or laneway dance party, using the city as a landscape. This got me thinking about the street parade scene in Ferris Bueller's Day Off (such a great movie) and I thought how cool it would be for Ricki to have her own street parade with a marching band, and fans lining the streets, cheering her on. I kn

Artist: Anna Lunoe & Flume Song: 'I Met You' Director: Melvin J Montalban What inspired you on your idea for the video? The treatment was definitely inspired by the track. As a first response, I put together a mood board to send to the artists. There were many ideas and techniques - all quite graphic in nature - including collage, double exposure, and mirroring and kaleidoscope. The last two of which featured very minimally in the mood board but ended up being the prominent technique - after a few tests it became apparent that the landscape we were dealing with didn't really overlay nicely with itself to create nice double exposure images. The extent of how much mirroring I ended up using was only really discovered in the edit. I didn't initially intend for the clip to end up quite so "psychedelic" (in quotation marks because that is how it has been often described in subsequent reviews of the clip), I actually wanted a bit more of