MEMORIES ARE NOW
Music Video
Year: 2017
Length: 4'23"min
Genre: Fantasy, Music Video
Country: United Kingdom
Director / Animation: Annlin Chao
Production: Sub Pop Warner Bros
Director of Photography: Zoran Veljkovic
The music video for Jesca Hoop's "Memories Are Now" uses geometric black and white visuals to represent a woman's journey of breaking free from obstacles and building confidence while maintaining a sense of humour.
Watch The Video
During the new year of 2017, I directed "Memories Are Now" for American/British singer Jesca Hoop's newly released song. The video is talking about breaking down the obstacles in life, get away from the nay sayers and build up her confident. This girl is fighting but still looking at her life with a sense of humour.
The abstract black and white colours and different looks of her represent the opposite sides of her situation, while the geometric elements imply her strong spirit and attitude.
The visual is breaking the objects of memories apart, turning into geometric shapes, and combining together with the girlʼs body (spirit). While transforming those shapes, she is in between reality and surrealism; she has control the shapes (obstacle in life) and building up her confident.
Editor / Grading: Chia-Hung Lin
Make up design: Jinny Kim
Dressing: Minnie Wu, Vega Wang
Typography Design: Chung-Yang Chen
