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Published on Mar 14, 2007
My entry for the D&AD competition to create a finished music promo for Thom Yorke's "The Clock".
This music video is set in a dark, dead forest with very little life. It is in a world where, relating to the lyrics, time has run out. The simple style uses very few colours, which has created a clearer setting. Red objects serve as a warning for the character, as well as a reflection of how things used to be, especially in the case of the televisions that fall from the sky; whilst the black objects show physical and emotional lifelessness.
The dark character in the video represents the side of us that ignores the warnings and continues forward on the path to environmental catastrophe. This path is further illustrated in the video by a long strip of ground that leads only one way. It shows that we don't see an alternative; we just keep going forward regardless of the costs.
Eventually the character finds what he is looking for. The flower is the only bright object in this forest, and is situated right at the end of the path. It is the last one left. The character picks this flower despite this, as it is all that is left that can fuel his car. This is most obviously a metaphor for the greed for oil and the need to fuel high-powered vehicles, especially in the USA, but is also a more general metaphor for the disregard we have for the world in general and its environment. This leads to the conclusion of the video and the character driving away, and the last flower fading into nothingness.