Rob Ulitski - 18th Nov 2021

Andy Mihov directs a vibrant studio-based promo for Erire, focussing on the charisma of the singer. 

Vibrant backgrounds and minimalist art direction set the tone for the All Night Long video, which is built around the artist's assured performance style and no-nonsense attitude, classily shot by DoP Suki Mok. 

Snapshots of lifestyle footage out and about with friends - and the inclusion of Erire's daughter Taga as the main dancer in the piece - add an intimate vibe to the concept, and a freshness to the aesthetic. 

ANDY MIHOV:

It's an expression of moments of joy... a celebration of family and friendships.

"From the get-go creating this promo was a different kind of experience for me. The artist and her management were looking for a performance piece that would set a visual tone for Erire’s brand.

"From there it was really a process of getting to know Erire and to try and understand where she’d come from as an artist, a woman, and a mother.

"We started off simple. The idea was to do an interplay between black and white, and colour portrait shots. However, as I got to know Erire, the strength of her personality came across in the form of some striking colours which I wanted to bring into the video’s palette.

"Erire just had this kind, larger-than-life vibe, and she had made this track which she loved. At that moment it became less about the lyrics and much more about the personality of the artist. On one hand I wanted the video to express all her hopes and dreams for her future, and on the other hand it had to be a celebration of family and her heritage.

"Casting Taga, Erire’s daughter as the main dancer/performer, was a rewarding decision. At first, I was sceptical about casting the client's daughter, but it only took one discussion with her regarding my vision and her ideas for the movement, and I immediately knew she was a natural performer.

"To me this video is an expression of moments of joy, as well as a celebration of family and friendships. I loved the richness we achieved in colour and the energy in the edit."

PRO Credits

Credits

DirectorAndy Mihov
ProducerAndy Mihov
Production Company33Red Films
Director of PhotographySuki Mok
Focus PullerEd Grant
GafferOllie Riches
Art DirectorJames Soldan
HairDiana Francis
Make-upDiana Francis
EditorTom Marshall
ColouristJames Angus
LabelBiometric Records
Other creditsColour Producer - Alex Berry Motion Graphics Designer - Antonia Diakomopoulou

Rob Ulitski - 18th Nov 2021

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