December 24th, 2014

Continuing his collaboration with We Are Shining, after the success of their inaugural music video ‘Wheel’, Mill+ director Carl Addy teamed up with the London based duo again to create their latest promo ‘Road’.

We Are Shining, no longer known just for their Kanye West collaborating credentials, are a London-based electronic music project composed of Acayde and Morgan Zarate. The pair developed their sound of vocal-led beats from early on, and decided not to conform to any genre restraints. Since the release of their first track ‘Wheel’ they have been well received and have collaborated with a number of artists including; Eliza Doolittle, Roses Gabor, FKA Twigs

The band have recently been featured as one of Dazed magazine’s top 100 to watch for redefining style and youth culture in 2015.

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Carl Addy’s promo for ‘Road’, featuring The Noisettes singer Shingai Shoniwa as guest vocalist, aims to visualize the colliding together of psych and soul in a cinematic soundscape. He tells us, “my guiding concept was to imagine this video playing out in a puddle at the side of a road, small moments of clarity amongst abstract shapes and lights. Trippy reoccurring flashbacks matching the music's looping soundscape. Of course because this is We are Shining, the trick is then to try and hide the concept.”

On Set 2

Carl worked in close collaboration with the band, who have a very defined sense of how they wish to be portrayed, he continues "I think it helps working with a band you are familiar with. I know their expectations and their aesthetic pretty well by now. The difference this time is working in a more analogue sense. The previous 'Wheel' video was mostly animated, this one's effects were all done in camera.”

All effects you see in the video were shot in camera, with Carl using a technique which projected footage reflected onto water and varying surfaces like molasses and perspex, manipulated by hand in time to the music. Carl describes the end product as a “clear example of limitations being a catalyst for a different creative approach.”

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Watch the full video below and Carl’s previous collaboration with the band on ‘Wheel’ below.