How do you encapsulate every element of society into a four-minute video? It seems like an impossible task given the amount of variables in modern life. Yet Lovett comes as close as possible in the video for “The Fear.” While the feature itself is unique enough, the way he put it together is just as interesting.
We wanted to sculpt with human bodies, so we knew we needed lots of people and we didnt have tons of money to hire extras, director David Bruckner said about the video. So we created a digital flyer that invited people to download the song, and asked them to create their own vignette of society, come in costume and wed find a place for them to fit in the video.
The response to this flyer was over 400 citizens of Atlanta arriving and finding their way into the final product. It includes Halloween costumes, haircuts, dance parties, bank robberies, student protests, church readings, laundry, weddings, funerals, and even more. Every second brings something different that show modern life in all its pluses and minuses. There’s only one thing left to say: watch this video.
Directed by: David Bruckner