James Lawes' promo for Atriums is a beautiful piece of narrative film that blurs the lines of what makes a traditional music promo.
Bo Bruce 'Alive' by James Lawes
Taken from her debut album Before I Sleep, Bo Bruce teams up with James Lawes for this stirring promo to Alive.
The video sees Bo and her lover check into a hotel as she tells her story in retrospect of a car crash - powered by some inspired and dramatic FX.
James Lawes: "I was approached by Mercury after directing [the video for] The Fall for Bo last year. In the brief they outlined their desire to include some form of car accident. This got me thinking about the actual experience of being a passenger in a crash.
"In Bo's lyrics she challenges the cliches of what are apparently experienced in near death accidents, bright light, life flashing before ones eyes... As the video progresses I wanted to play with the idea of Bo teetering on the edge, between life and death, so we introduced various elements to this dream world that come from her reality.
"We then up the ante by introducing more abstract connections, smouldering fabric, bruises developing that go unnoticed and finally the broken glass in Bo's mouth symbolising her realisation that she must return to the real world."
|Production Company||Pretzel Films|
|Executive Producer||Ciara McGowan|
|Director of Photography||Ben Fordesman|
|Focus Puller||Tom McFarling|
|Art Director||Tim Belcher|
|Assistant Art Director||Hannah Rowan|
|1st AD||Andrew Richards|
|2nd AD||Mark McPadden|
|Editor||Jonny Lee Mills|
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