WASTED YOUTH
Full scale project development and execution inculding pre-pro, production & post, in collaboration with artist FLETCHER and her team.
TASKS:
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Direct an honest introduction to the artist behind hit singles "War Paint" and "Wasted Youth"
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Establish artist values
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Stray from format standards, predictability, perfection
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Connect with audience on an intimate level
SOLUTION:
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Produce a video consisting entirely of authentic exchanges between two protagonist characters in the midst of a blossoming LGBT love
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Small & informal production, make it feel "fan produced"
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Create beauty in imperfection - Bland locations, minimal attention to hair/makeup, blurry & poorly lit.
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Inclusion of artist's childhood home video
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No song performance - Strictly montage
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Edgy content & choppy editing, strong pink & blue undertones
CONTENT HOME:
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FLETCHER Vevo Channel
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1.6 million views
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49,000 likes
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2,000 comments
PRESS:
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TEENVOGUE (premiere)
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NYLON
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TIME MAGAZINE
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V MAGAZINE
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W MAGAZINE
