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WASTED YOUTH

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

3.1 million views via YouTube

TASKS:              

• Direct an honest, stripped down introduction to artist

• Establish artist values

• Stray from format standards, predictability

• Create intimate audience-artist connection

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SOLUTION:    

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

• Small & informal production, make it feel "homemade" 

• 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:

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• FLETCHER Vevo Channel

  • 1.6 million views

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PRESS:

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• TEENVOGUE (premiere)

• NYLON

• TIME MAGAZINE

• V MAGAZINE

• W MAGAZINE

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