David Knight - 22nd Oct 2013

As music video directing debuts go, this one for Tanika's Bad 4 U takes some beating. For a start the concept, for a new artist's big launch pop song, is just a bit outrageous. It's a very sexy courtship dance between Tanika - very much flesh and blood – and a massive 18-wheeler truck.

The director is Justin Anderson, already highly regarded in the fashion film world with his work with Richard Nicoll, Agent Provocateur, Armani, and George Jensen. As Justin explains below, his inspiration was the work of legendary art director Jean-Paul Goude with Grace Jones. But the execution is all his own work and its superb - a precision instrument. 

Justin Anderson:  "A friend of mine called Gary told me about an article he read on objectophilia. Objectophilia is when a person has feelings of love, attraction, arousal, and commitment for a particular object. People really falling quite genuinely fall in love with things; there was a even a woman who married a wall.

"Something about this article seemed to strike a chord- of course we all fetishize objects, phones, clothes, cars. ‘Hey, I really love your trousers man!’ ‘Really?’

"For my first promo I really wanted to make something that was a pretty simple performance video. I started thinking about Jean Paul Goude, the legendary French art director most famous for his work with Grace Jones or racing Naomi Campbell with a cheetah. He explores and distorts images in a fantastic way marring together diverse imagery to create an entirely new magic.

"Tanika and the song are both very sexy, I wanted to to express her sexuality but not in an obvious way. Just air-twerking doesn't seem quite enough these days; I wondered what would happen if we took a Girls ’n’ Cars cliche and turned up the volume giving Tanika the controls. So with that in mind I decided to partner Tanika up with something of an unusual partner for what is basically a performance video with a Jean Paul Goude attitude.

"Luckily from the moment Tanika and the Truck met they seemed to really click and my job was pretty easy." 

PRO Credits


DirectorJustin Anderson
Production CompanyEpoch Films
ProducerSonya Sier
Executive ProducerOliver Hammerton
Production ManagerCara Hickson
Production AssistantAmanda Tuckwell
1st ADJulian Higgs
Director of PhotographyJon Peter
Focus PullerStephen Cornacchia
Clapper LoaderLouise Spanswick
DITChris Belcher
GripIan Buckley
GafferMike Rafferty
StylistWay Perry
HairPeter Lux and Aisha Brown
Make-upKin Kiefer
ChoreographerDennis Wonder
EditorRuth Hegarty
Editing companyThe Assembly Rooms
ColouristMatt Osborne
Grading companyMPC
Post ProducerMPC
Post production companyGolden Square Post
FlameSole Martin
Post ProducerRachel Cohen
CommissionerJames Hackett
LabelVirgin EMI
Director's RepresentationAlexa Haywood at Free Agent UK
Post ProducerJamie Louden
Other creditsGrip: Mark Morley Rigger: Steven Daley Crane Op: c/o Panavision Stylist Assistant: Alex Hartley

David Knight - 22nd Oct 2013

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