Study of a music video director: Garth Jennings: Main music video.

The video that inspired you to choose the director? 
Vampire Weekend- Cousins:

Why i chose this music video:

The music video that inspired me to choose Garth Jennings as my music director is, Vampire Weekend "Cousins". I really like the "OK GO" music videos and the way in which they make flashy tricks out of basic props. I really like how Garth Jennings made it and the fact that it is in an alley in New York City, it made me inspired for my music video knowing that i could incorporate the city and connote it's vibrant tendencies through props and colour.  I choose it also due to its casual intertextual references, their not pushing advertising at you. Instead they just make casual references to other films and music videos, which again connotes a joyous and fun atmosphere around the music video.

Stills from music video:

 

Info on music video:

It is set upon a dolly, which is normally used for a camera, this in itself has set apart from many other music videos incorporating technical equipment as props. The music video has an unusual sense of humour and fun connotations at which many have picked up on and state it's why the music video is so notable. Stereogum describes the video as "quick, quirky, and unpredictable but not without a sense of humour about itself". The music video is also unusual as it takes place within strange surroundings an alley way in New York City, working in such a crowed and heavily populated area shows the hard work that took place to make this music video. Also if you account the fact that they must have been on display for many of the general public. The fact that it is a ruff looking cut and effortless has gotten the video acclaim also:"Gleefully choppy, slightly amateurish thing, full of quick cuts and goofy confetti cannons. No attempt is made to make it seamless or smooth". -MTV. People also like the video and think it is set apart from others due to the lack of effort that seems to have been put in place such as the basic dolly tracks and pipes everywhere and the fact they do not bother to hide any of these.

MTV said "It matches the loosey-goosey feel of the song itself." Also the video is noted due to it's easily and simplistic effects. "Bargain-bin special effects."- MTV.