Rob Ulitski - 9th Nov 2020

The darker side of human nature get an uplifting digital makeover, in The Trash Factory's bonkers video for Punctual. 

A modern love story for these weird and wonderful times, we follow a trio of different relationships that are all riddled with infidelity. Instead of blowing up in the traditional fashion, the revenge takes a Tik-Tok style twist, causing the scorned to launch into a series of dance moves - eerily similar to the lockdown dance video craze, which is now bleeding into official videos too. 

Mischievous and tongue-in-cheek, this is a standout first pop video from the director, who has transformed his gritty, edgy style into something brilliantly unique and addictive. 

JAMES ARDEN (THE TRASH FACTORY):

I wanted to imagine a world where people throw shapes, not punches. 

"I had a blast injecting a bit of dark humour into a story about modern love and infidelity for Punctual's I Don’t Wanna Know. Platforms like Instagram and TikTok have an incredibly toxic side to them; they’re designed to fuel feelings of jealousy and inadequacy. I wanted to flip that on its head and imagine a world where people throw shapes - not punches - and TikTok dances are actually a carefree solution to cheating partners and relationship problems.

"This is also my first pop promo (and first with dancing), but as someone who gravitates towards darker, gritty visuals I wanted to steer as far away as possible from making it clean and beautiful. The wide lenses throughout help distort our characters’ faces and visually play into the panic and unease, and we were blessed with an amazing cast of non-professional dancers who, following our great choreographer, somehow learned the routine on the day.

"With any luck, we’ll start an ironic dance trend. Let's go viral."

PRO Credits

Credits

ProducerPoppy Ashton
Executive ProducerJamie Gamache
Production ManagerMicheal Newton
1st ADJoe Starrs
Director of PhotographyStefan Yap
Focus PullerBenjy Kirkman
2nd ACElisa Spigariol
SteadicamGary Kent
GafferEliot Morris
Art DirectorMathew Rice
WardrobeLottie Grant
Make-upFrances Straker
EditorBeth Roberts
ColouristJessica Vile
CommissionerOre Okonedo
LabelPolydor
Other creditsPA: Trinity Hislop DIT: Alice Spigariol SPARK: Evance Breteuil Art Assistant: Harry Whitelock Runner: Mia Tessema Cast: Sheree Devanport, James Fielding, Gary Moore

Rob Ulitski - 9th Nov 2020

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