Rob Ulitski - 10th Sept 2020

David East directs a hallucinatory vision for Baby Queen's deadpan appraisal of the effectiveness of anti-depressants in Medicine. 

Enclosed in a sterile white room, the video opens with flickering performance setups, before ramping up the energy with abstract art direction and frenetic cinematography. Like a drug trip gone awry, we cut in and out of surreal vignettes, moving through different setups at a wild pace. 

Expect oversized piñatas, bleeding walls and creepy ghosts, as Bella aka Baby Queen explains how her medication has drained life of all real meaning. 


We wanted to create something that felt like it was all a bit of a hallucination. 

"Having worked with Baby Queen a few times and being close friends, this was a real treat to make. From start to finish it felt like a real collaboration.

"We wanted to create something that felt like it was all a bit of a hallucination. Creating a room that chopped and changed throughout, almost felt like her mind. This was our approach. 

"We had a great team from Poppy the art director to Thomas Hole DOP . The lighting was essential in this to bring this world to life and create an obscure atmosphere that she finds herself in. It was a real fun shoot."

PRO Credits


DirectorDavid East
ProducerSiobhán Daly
Production CompanyFAMILIA
Executive ProducerToby Walsham
Head of Music VideoAilie Robertson
Production ManagerBeatrice Guistini
1st ADAidan Quinn
Director of PhotographyThomas Hole
Focus PullerMark Gee
2nd ACBilly Askew
SteadicamTom McMahon
GafferOllie Whickman
Art DirectorPoppy Ridell
WardrobePatricia Villirillo
HairYusuke Morioka
Make-upMona Leanne
EditorRick Woolway
Editing companyHomespun
ColouristToby Tomkins
Grading companyCHEAT
Director's RepresentationOb Managaement
CommissionerSaorla Houston
Other creditsCreative Director: Semera Khan Runner: Bradley Braterip, Ela Kotze DIT: Sam Storey Art Dept: Stella Hadjidemetriou Wardrobe: Nelima Odhiambo Desk Op: George Jenkins Spark: Jamie Whickman Dog: Pablo C/O Jacob McFadden Artist Management: Sebastian Foux

Rob Ulitski - 10th Sept 2020

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