Mallory Knox 'Giving It Up' by Craig Moore

Mallory Knox 'Giving It Up' by Craig Moore
  • By Cat Velez
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Craig Moore was inspired by the modern day problem of technology addiction in this video for English five-piece rock band Mallory Knox's track Giving It Up.

Set in the near-future, the video follows three characters who choose escapism to tackle the monotony of everyday life. At the click of a button, they enter a nature-filled parallel dimension they are free to run around and explore. The video includes an impassioned performance from the band, shot alongside the entranced characters who are begin to realise that running away from their problems won't solve them.

From the director

CRAIG MOORE:

"I wanted to do something completely different on this one. The idea of using technology to escape daily life is something everyone can relate to, so we ran with that and came up with the concept of a remote which lets people escape to a serene parallel universe. Our characters become addicted to using the remote to escape, even though they know the pleasure they feel is only momentary.

"We shot on location in Black Park Forest which provided the perfect backdrop for all the different elements we needed to cover. It was a long day but really happy with how it turned out, thanks to a great team!"

Credits

Director
Craig Moore
Producer
David Wieder
Production Company
FAMILIAFAMILIA website
Production Manager
Hannah Bilverstone
Location Manager
Jacques Groenewald
1st AD
Chris Kelly
Director of Photography
Murren Tullett
Focus Puller
Phil Hardy
2nd AC
Jed Darlington Roberts
Camera Trainee
Callum Simpson
Gaffer
Bill Rae Smith
Spark
David Sedgwick
Spark
Caspar Jones
Art Direction
Kat Hawker
Assistant Art Director
Holly Parkhouse
Stylist
Nicole Daly
Make-up
Robyn Power
Post
Absolute Post
Editor
Shayez Ali
Label
Sony Music
Commissioner
Daniel Millar
Director's Representation
Marisa Garner @ Marisa Garner AssociatesMarisa Garner @ Marisa Garner Associates website
Runners
Lucy Kelly, Liam Green, Callum Toms, Victoria Cook, Austen Champion

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