David Knight - 27th May 2020

Atlanta singer-songwriting sisters (and Beyoncé protegées) Chloe X Halle have their breakout hit Do It visualised in a classic-with-a-twist video by director/choreographer C Prinz (aka Sarah C Prinz).

The Bailey sisters perform the song through a number of sumptuously art directed studio set-ups. But Prinz tweaks the notion of a conventional glossy video: camera positions reveal the edges of the sound stage; VFX suddenly intrude, at times moving the girls' around the set.

Then the edit contributes to the deconstruction too, by bouncing between scene to scene from the start. The rule-book, to gradually reveal each set-up, has been thrown away, which will make it all the more interesting to its visually literate viewership.    

PRO Credits


DirectorC Prinz
ProducerJake Agger
Production Companyfreenjoy
Executive ProducerErinn Williams
Executive ProducerNathan Scherrer
Executive ProducerLauren Baker
Executive ProducerTara Sheree
Creative DirectorAndrew Makadsi
Line ProducerRobin Day
Production CoordinatorSiya Bahal
1st ADJuan Sosa
Director of PhotographySantiago Gonazalez
Focus PullerSean Frisoli
2nd ACMike Lemnitzer
SteadicamNick Muller
GafferKyle Bryson
Art DirectorBriana Gonzales
WardrobeZerina Akers
HairKimberly Mcallister
Make-upChristiana Cassell
EditorAndrew Makadsi
ColouristJoseph Bicknell
Grading companyCompany 3
LabelParkwood Entertainment
LabelColumbia Records
Other creditsDancers: Jared Nathan, Rameer Colon, Rodney Chonia, Tyquan Christie

David Knight - 27th May 2020

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