Mourning in the millenialverse

An exquisite, kaleidoscopic homage to millennial visual culture, this enchanting music video, directed by Denisha Anderson through Caviar and illustrated by Louise Saunders for Joe Armon-Jones & Maxwell Owin’s new track Grief feat. Lex Amor, takes the viewer on a whimsical and soulful journey through space.  

The promo sees peculiar characters melt and transform through a plethora of surreal scenarios, envisioned through a bold animation style reminiscent of 90’s cartoons which perfectly embodies the mellow and reflective tone of the track. 

Maxwell brought the song to life while he was confined to his room with Covid, and coming to terms with the loss of his grandmother. He shares: "It was quite icy and reflective of that dark time. But then when Joe heard it, he added this beautiful melodic element with an improvised piano part. It brought a lot of light into it." 

On the animation, Anderson added: “When it came to the story, I learned quickly that with animations you can go anywhere and do anything so creativity is limitless but can also be intimidating, because it can feel too expansive. Nonetheless, I welcomed the challenge I set myself, as originally the artists wanted live action, but I convinced them otherwise.”