A joint production between Vesio & Pooka. This music video for Ryan De La Cruz was the zero budget creative efforts of Chris Hailes & Ian Murray. We combined strobing lights, a pane of glass and a couple of skateboards to create a high end performance piece that visualises Ryan’s battling personalities on his rise to fame.
This video was shot one week after initial contact with the artist. This fast turn around time and lack of budget meant that the team was very limited with the space and kit. We pooled our resources and created a makeshift studio that was barely large enough to get wide shots and used perspex sheets/panes of glass to create in camera effects that would combine with our Kinoflo Freestyle tubes create a mirrored effect that would set the style of the video and give the illusion of a larger environment.
The edit is where this video came to life. We threw away the rule book on music video editing and instead focused on making each cut as cool as it could be. As a rule, we did not want to use any of the overused transitions that are common in YouTube videos & grime music videos today, punch zooms, fake whips and flashing between scenes using alternating frames were out. Instead we used the jittering camera motion to whip into the movements of Ryan. With the camera rotating into the floor to reveal his mirror image and bouncing out into a new scene. The entire video is performance based, we wanted to create a sense of intimacy with Ryan, we never cut away from him, we never show another person. Instead, we focus on the different costumes and the fight for the light each personality has inside his own head.
Produced in collaboration with Cirrolite Europe and The Mill.
DIRECTOR, EDITOR - Chris Hailes
PRODUCERS : David Morphy, Cindy Morphy, CADENZA
DOP: Ian Murray
1st AD: Illya Latifi
CAMERA DEP: Horia Dragoi, Max Smith, Cameron Faulkner
LIGHTING DEP: Cirrolite LTD
STYLING: Kourosh Hojrian
RUNNER: Ollie Lovell White
VFX ARTIST: Horia Dragoi
COLOURIST: Daniel Levy (The Mill)
LABEL: Crystal Vibes / Joat Music Group, Voice UK
WRITTEN BY RYAN DE LA CRUZ
Distributor: Alacran/ Joat Music Group
SPECIAL THANKS: DR MARTENS, THE MILL, CIRROLITE LTD, SAVANNAH JIULING, DJ MUSIC WEST, OLLIE LOVELL WHITE