I was contacted and asked to Direct, Film and Edit the music video for a song titled 'Pretend' by artist Jay Krimzz
I was also responsible for crafting the Narrative of the music video which in essence was the artist looking back and reliving moments of a relationship he once cherished but squandered due to him not being ready for such a commitment.
To bring the story to life I mixed multiple storytelling techniques in flashbacks and archive type VHS footage
The story was layered with performance style shots.
Various editing techniques were also used to bring the footage to life and heightened energy - I was also responsible for the grading of the video.
This was the final outcome is a video that complements the lyrics of the song and further heightens its message.
The video strikes a good balance between narrative and performance:
A teaser reel was also created for social media:
