Director Carl Addy utilizes the rhythmic nature of the GIF and a myriad of vivid pop culture references to drive his latest music video Wheel for the London band We Are Shining. More info and eye candy after the jump!
Background summary and details can be read as follows:
“Mill+ Director Carl Addy directs this eclectic debut music video ‘WHEEL’ for the London based duo We Are Shining as a way to visually articulate the band’s mezmerising sound.
Working closely with We Are Shining, the Mill+ team visually represent the band’s influences and inspirations in this video through a montage of stills and video material derived from multiple sources made into hundreds of gif sequences.
The psychedelic video tells the story of a primitive man who stumbles upon modern tribalism; fashion, music, sex, booze. As he tries to escape this world he encounters a temptress who breaks his resolve. The film then breaks down into a larger global party where everyone is dancing along to the end of the world, everything descends into a chaotic orgy of destruction leaving the tribal man broke, yet enlightened, and so the WHEEL continues.”
Watch the fully embedded video down below. Enjoy!
Wheel ╳ We Are Shining & Carl Addy