I was commissioned by Hospital Records to direct a series of videos to accompany the Mach 2013 album "What I've Always Waited For" by critically acclaimed drum n bass producers Nu:Logic.
The brief was to provide a visual accompaniment for the YouTube uploads of teaser samples of each of the 14 album tracks. One video was uploaded each day in the two weeks leading up to the release of the album.
Working closely with Hospital Records and Nu:Logic, I developed the concept of creating a character for each video whose actions were in some way connected to the title (and the mood) of each track. Each video would then become a short insight into a brief moment in these characters' lives.
The idea was to create videos that did not detract from the listening experience of the music, as they were not required to purely serve the conventional promotional purposes of a music video. This led me to the concept of shooting each video in slow-motion and having very few shots - so not only could the viewer focus on the music, but also relax and take a moment to reflect on the life of the character(s) they were viewing.
The culmination is what you see here (as the label put it): "a series of fourteen simple yet carefully stylised vignettes not conforming to the standard conventions you might expect from a promo video".