Boerum Hill: 15 Minutes
July 15, 2012
What do you get when the lead singer happens to work for Eastern Effects and all of his friends are in the industry? You get access to a 9000 sq ft sound stage, thousands of dollars worth of grip and lighting gear and a pretty badass video if we don’t say so ourselves. Shot over two days in July, the concept for the video began with a simple idea; put a person in a cage and let them rage. Knowing we had no budget, we began looking for great performance videos and A Perfect Circle's Judith video seemed to have everything we wanted. Directed by David Fincher, Judith is a simple performance video designed to look like it was shot haphazardly with available light. It's dirty and dark and it was a perfect starting point for 15 Minutes.
Extrapolating what we liked about the Judith video, we came up with a list of simple experiments that we thought would lend themselves well to the look we were after. Single bare-bulb chroma-green kinos on flicker boxes swinging from the ceiling, a girl freaking out at 1fps with a 1sec exposure holding flash lights in her hands, an array of overused max brutes blinding the camera (even though we swore we'd only take them up to a max of 20%) , and lens smashing were all employed throughout the video to ultimately get us as far from Judith as we can possibly get.
It was truly a collaborative effort every step of the way. Co-directed by VNI and Eric Ganz, frontman for the band. The result; a pretty disturbing, dark, messy collage of rage, momentum, badass performance and a bitchin' music video.