Verushka directs a music video that's worth shouting about

After receiving a standing ovation at the Design Indaba and again at the press launch, the Shout music video directed by Verushka, the latest addition to Egg Films Johannesburg, has put the young director firmly on the map.
Verushka directs a music video that's worth shouting about
The beautifully crafted video that speaks out against crime has been two years in the making. Commissioned by Danny K and Kabelo in collaboration with Network BBDO, the ambitious project assembled an extraordinary line up of South Africa's biggest artists and celebrities to record a powerful remake of the classic Tears for Fears song.

"Facing considerable challenges like scheduling time with over fifty of SA's top celebrities was no mean feat!" said Nicci Cox, Egg JHB's Executive Producer.

"Verushka's treatment really took that into consideration in that we had one locked off location, and we tried to shoot most of the artists on set at the location, but there was also the option to shoot them against green screen at a later stage or in other parts of the world and drop them into the set," said Graeme Jenner who was the Creative Director on the project along with ECD Rob Mclennan and creative Angie Batis.

On the concept behind the video Verushka said, "We focused on the ideas of mobilisation, revolution and then tried to offset this with quirky lo-fi textures to make it visual, powerful but still appealing. Focusing on hope, joy and mobilising people by inspiring them, rather than taking a heavy-handed and more stern approach based on stats and the horror of crime."

Graeme added, "It's a pretty daunting task for a reasonably new young director to be working with no budget and a huge group of the biggest celebs in the country, not that any of them were egomaniac divas, or maybe they were, but I certainly didn't hear about it, which is testament to Verushka's skills."

Some of the celebrities who donated their time to the project range from Arno Carstens, Prime Circle, Yvonne Chaka Chaka, Loyiso, Gang of Instrumentals, Louise Carver and The Parlotones to Baby Jake, Jeremy Mansfield, John Robbie, DJ Fresh - just to name a few.

"Then the hardest part of the job came - rotoscoping and compositing layers and layers of artists, environments, animation and eventually grading and polishing all four and a bit minutes! It took a few months!" Verushka said.

Editor Leila Reekie from Guillotine and post whiz Keno Naidoo from Left kindly donated their time and skills to work on the video.

"I've literally just come from the press launch at the Civic this morning and it was just amazing to see people's first reactions, there was electricity in the room and a standing ovation, I had goosebumps," Graeme said. "It wasn't the first time we've worked with Verushka and it certainly won't be the last."

To view the video go here.

23 Mar 2010 09:51