Their Brief is as follows:
"Roy's Iron DNA are currently seeking to secure a select group of video creatives to deliver 10 music videos using tracks from their forthcoming 3rd album.
The album which will be released Scotland wide in a 16 page tabloid newspaper. 10,000 copies will be printed and distributed to 250+ outlets across Scotland from Orkney to Eyemouth including the coolest bars, cafes, pubs and clubs in Glasgow, Edinburgh, Aberdeen, St. Andrews and many other cities and towns across the country.
Each page of the newspaper will come to life through the use of an augmented reality app called Layar. Users can download the app to their smart phone or tablet, scan the main image on the page and a music video will play instantaneously.
Film makers are required to submit their proposal for a video to the following specifications and outline idea per track."
I took a particular shining to the track "She Said", the description of which read "Dub sounds. Indie, underground club style scenes – fluorescent lighting"
I had an immediate image in my head, as it was something similar to what i had produced before in 10x10x15, but never felt i had had fully finished
I think this video itself emulates the keywords given for the song: the strange background lights backing the crisp white rhythmic graphics.
I listened to the song on repeat for an entire night, visualising what i was gonna do.
I wanted the video to "build" in a similar way as before, start of simple and minimal, and over time, to the beat, become more complex. While i liked that abstracted video background of the above film, i did want something more formative and recognisable, and with the keyword i was given of "florescent lighting" my mind went to lights when passing through a tunnel in a car (specifically memories of driving through the clyde tunnel as a kid) Once filming my backdrop (thanks to my mum driving me about with a camera pointing out the window) i began to think about the content of the foreground.
A lot of it was listening to the song and familiarising myself with the rhythms and the progression of the song, and visualsing in my head how that beat was displayed, and after sketching some ideas the main theme of the visuals were decided
I knew from these sketches that i wanted simple lines to make up the first part of the video, which would then transition into 2d geometry, which would then transition into 3d geometry, and then to formative 3d geometry, and finally to formative naturalistic shapes. This whole thing would wind down again in the end in reverse order, till it was a line again.
I still kept the ideas pretty free whenever i was making the video, i felt my way through a lot of it, creating what felt to me to be natural transitions through the different steps. While i was creating these, they seemed to form a theme, that i then utilised and carried through the piece.
The meaning of the video that i arrived at is about the journey of someone separating from something close and important to them, namely and most obviously, the ending of a relationship. The imagery at the start of the video contains a lot of shapes splitting and severing, a visualisation of the minds initial processing of the fact. It grows and splits further until the screen itself splits and two separate but related images are shown side by side. The person is thinking about "what they are going to do now", processing the now two separate lives that are being led. This then grows to a stark recollection of the moments, before during and after the moment of splitting, where it is remembered vividly and is overwhelming. But the memory then fades, and gradually, acceptance is found, and the mind is calm again, and eventually they forget. It is about the journey of this experience, which i think the inclusion of the backdrop, the moving streetlights and views of a moving road, intensifies.
The final video can be found here (It is password protected as of now as the album is yet to be released, the password is "ridna")
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