Poptastic promo pivots a pre-lockdown brief

With the video’s brief delivered prior to lockdown, the concept for this deliciously eye-popping colour-fest, had to swiftly swerve to being produced under Covid-19 compliance and is a remarkable testament to the teams’ creativity and flexibility. 

Produced by, Greatcoat Films, and shot in the second week of lockdown, it required Bree Runway to act as her own choreographer, stylist and HMU, along with having to self-film with the help of her family and a WhatsApp'd shot list. 

“The label initially suggested we have Bree shoot herself on an iPhone, but we wanted to achieve a higher quality image for Gemma to get the best results for such a post-heavy video," explains Greatcoat producer Sandra Spethmann, "so instead we provided gear, delivered it with lights and green screen to Bree’s place and provided detailed instructions on how to set it up and operate."

Yin developed a lot of the graphics in advance of the shoot and had to seamlessly integrate footage from Runway with guest artist Yung Baby Tate, who also self-filmed from her USA home. 

"I used visual devices like Tate being inside the reflection of Bree's glasses, and appearing within TV and computer screens," says the animator/director Yin, "we worked on a detailed shot list so when the shoot day came it was just a case of working through it. I had a few phone calls to clarify a couple of points re performance and framing, but Bree delivered the goods. I had so much fun amping up the aesthetic to 200 per cent throwback camp. I also went quite hard on the VHS filter effects to help bring the two performances into the same visual realm."

"I am really thrilled with how everything came together - it was such a dreamy project for an 80's loving director/animator to bring to life.”