Company: Sony Music Entertainment
Location: London, UK
Role: Ideation / Digital Project Lead
I had an idea to produce a website using music video to illustrate the beautiful harmonies of twin sister duo Ward Thomas. We stitched together three separately shot videos that users can slide between to watch the sisters singing either solo or together.
The contrast between each voice and the harmony demonstrates how well the voices blend together in a way that wouldn't have been obvious without this deconstruction.
I worked with Sony Music's internal video team to come up with a video concept that would work perfectly with the idea. We needed Lizzie and Catherine to be shot separately so the user could watch either singer in full screen, but those videos would also need to be edited together for the harmonies. The video director took care to plan each shot so the singers were centre of the frame to enable easy cropping.
Additionally, for the periods in the song when there was only one singer, we decided to add ambient sounds for the non-singer, e.g. a TV in the background and tweeting birds outside.
I knew from experience with the Olly Murs 24 HRS website that with interactive video some fans might not understand what to do if placed too quickly into the experience. Removing steps for the user could go against us. I therefore decided to split out the intro copy and instructions into two screens before any videos were shown to ease the user in before the experience starts. This also allows time for the video and audio to do some pre-loading in the background.
The 2 day shoot was fascinating to attend, because the set was an ambitious build in the time. Two different sets had been designed, one for each singer, and large sections of it were being built and torn down as the shoot happened! The set was hand built in a DIY, arts and crafts style and placed on a rotating stage to give the sense of constant change around the singers. The song, 'Material', talks about the material distractions of modern life, and the constant building and expiring of the set, the ephemeral nature of it, got the song's message across well I think.
I've included photos of the video set, which was in a large warehouse space in East London.