Rob Ulitski - 20th Oct 2021

Andrew Litten directs an intimate throwback promo for Earth, Wind & Fire's You Want My Love, featuring Lucky Daye.

The track is a reworked version of the group's iconic track Can't Hide Love, and the visuals play into this sense of nostalgia, with a narrative that pays homage to the group's roots and the status they have achieved throughout their illustrious career. 

Every bit as fun, spirited and spectacular as you'd imagine, it's a brilliant comeback for the group, and introduction for a new generation of fans.

ANDREW LITTEN: 

I wanted to submerge the viewer into the two worlds of EWF...

"Inspired by the Chicago clubs of the 1970s, we took an approach that celebrated an intimate transformation of Earth, Wind and Fire that their hometown, or the world for that matter, would have never seen during that era. After talking with the band and their team, it became clear that they were yearning for a more personal experience with their fans, and that’s where the root of our concept began.

"The piece jumps between a '70s-influenced speakeasy and a present-day club both densely filled with love, sweat, and imagery heavily referenced by photographers who captured the spirit of the two eras, such as Michael Abramson, Birney Imes and Gueorgui Pinkhassov.

"As we began to collectively shape the idea, I wanted to submerge the viewer into the two worlds of EWF, and chase tone over a linear storyline. It continuously became about finding a ‘less is more’ approach, and getting out of the way of their incredible performances.

"I have nothing but immense gratitude to Ralph, Verdine, Philip and the whole EWF team for collaborating with us on bringing this to life."

Credits

DirectorAndrew Litten
ProducerSara Clausen
ProducerJami Arceo
Production CompanyObsidian
Executive ProducerDoug Klinger
Production ManagerKelsey Anderson
1st ADCortez West
Director of PhotographyAndrew Yuyi Truong
Focus PullerFelipe Larrondo
2nd ACMichelle Suh
GafferKazmo Kida
Art DirectorHanrui Wang
WardrobeKen Law
Hair & Make-upStacy Gonzales
EditorAndrew Litten
ColouristMike Howell
Grading companyColor Collective
VFXOcclusion
Director's Rep (US)Reprobates
CommissionerSteven Gottlieb
LabelUme
Other creditsAudio Post Production: One Thousand Birds Audio Executive Producer: Guin Frehling Sound Design/Mix: Andres Velasquez Sound Editor: Juan Camilo Ortiz

Rob Ulitski - 20th Oct 2021

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