In a briefing hosted by comedian and actor Adam Buxton (of Adam and Joe fame), over 100 CSM Graphics students were challenged to come up with something completely new in music video – a challenge they took in their stride.
The sponsored student project was a collaboration between Sony Music, Central Saint Martins and BUG Music Video and saw 30 videos being put into production. Mike O’Keefe, Head of Video Sony Music, said: "Setting a challenge like this to the next generation of filmmakers really appealed to us."
During the process BUG arranged a masterclass with video director (and Central Saint Martins alumnus) Chris Cairns along with Jordan McGarry, a senior curator at video-sharing site Vimeo. Judges then shortlisted the videos down to six finalists and those teams were invited to Sony Music’s Kensington offices, where the winner was announced by Theo Hutchcraft of the band Hurts.
The winning video, set to the Hurts track “The Road” was directed and produced by Virgil Knight and Sabba Keynejad and allows the viewer to experience the video from the perspective of either of its two female protagonists, and switch between the two.
BUG Creative Director David Knight commented: "I think it could be a world's first – an interactive video winning a music video competition. The general quality of entries from the CSM students was excellent."
As well as winning a cash prize, the video received a premiere at BUG 36 at the BFI Southbank. BUG is the celebration of global creativity in music video hosted by Adam Buxton at the BFI and other venues regularly throughout the year, and became a TV show on Sky Atlantic last year.
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