WASTED YOUTH

Full scale project development and execution inculding pre-pro, production & post, in collaboration with artist FLETCHER and her team. 

TASKS:              

 

  • Direct an honest introduction to the artist behind hit singles "War Paint" and "Wasted Youth"

  • Establish artist values

  • Stray from format standards, predictability, perfection

  • Connect with audience on an intimate level

SOLUTION:    

 

  • Produce a video consisting entirely of authentic exchanges between two protagonist characters in the midst of a blossoming LGBT love

  • Small & informal production, make it feel "fan produced" 

  • Create beauty in imperfection - Bland locations, minimal attention to hair/makeup, blurry & poorly lit.

  • Inclusion of artist's childhood home video

  • No song performance - Strictly montage

  • Edgy content & choppy editing, strong pink & blue undertones

CONTENT HOME:

  • FLETCHER Vevo Channel

    • 1.6 million views

    • 49,000 likes

    • 2,000 comments

PRESS:

  • TEENVOGUE (premiere)

  • NYLON

  • TIME MAGAZINE

  • V MAGAZINE

  • W MAGAZINE

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