By: Maria Williams
Artists often lead the direction of society. Their influence affects attitudes about societal norms, fashion, and even technology. That doesn’t necessarily equate to “new” being better. Producer/director Yunyi Zhu made a point of using a somewhat traditional approach in the creation of Su Kretschmer’s “Come Away” music video. Embracing practical effects and filming on actual film materialized a dreamlike retro quality that captured the attention of the iconic Kodak company and prompted them to place a stamp of overwhelming approval by sharing it on their official Instagram account and YouTube playlist.
The visual tone of this music video is undeniably enchanting, existing in a state of romantic yet quiet lucidity. “Come Away” is the kind of music video that instantly feels unique and inviting, even if you’re not sure why that is. Yunyi found a willing partner in Su when trying innovative low-tech approaches to imbue this production with qualities that would make it stand out, which it certainly does.
As a filmmaker, Yunyi cares deeply about correlating the emotional tone of the sights and sounds of a story. She was inspired by the jazzy, mellow qualities of “Come Away” to balance the look of its music video with the sonic personality of the song. The gentle and soft melody and the tender lyrics created a soothing and reflective mood that lent itself perfectly to a dreamy interpretation. A great music video intensifies the mood of a song, and “Come Away” manifests the state between reality and the dream plane of existence. Viewers are drawn into a world of enchantment and imagination, exploring themes of longing, nostalgia, and romanticism in a visually compelling way.
That feeling of the great films of decades gone by which is elicited by viewing “Come Away” is completely deliberate. Yunyi confirms, “The decision to shoot on film allowed us to capture a timeless aesthetic that harkened back to classic cinema while also infusing the video with a sense of nostalgia and warmth. The inherent grain and imperfections of film further contributed to the dream-like atmosphere, creating a sense of surrealism and fantasy. The choice to shoot on 35mm film was driven by more than just a personal fondness for the traditional medium; it was also deeply influenced by the aesthetic qualities of the song’s jazzy melody. Film has a unique timeless quality that can complement the soulful nature of the song, resulting in a harmonious synergy between the visual and auditory elements of the project, where the visual and auditory elements of the project blend seamlessly together. Film’s inherent warmth and texture evokes a sense of nostalgia and intimacy that resonates with the emotional depth of this song. Its organic quality adds depth and richness to the imagery, enhancing the viewer’s connection to the music on a visceral level. By embracing the unique characteristics of film, we aimed to elevate the overall experience and create a piece that is not only visually captivating but also emotionally resonant.”
As the visionary of this music video, Ms. Zhu was adamant about attaining a unique look for the production. She took this to extremes at times, such as when she decided to forgo a rainmaking machine and instead use production team members with spray bottles and water bottles to achieve a lighter touch.
This analogue approach is one small example of the direction this producer/director was committed to in the pursuit of something that stands out against the norm. Yunyi confirms her delight that amongst the numerous fans of the music video for “Come Away” was the legendary Kodak company. She notes, “This recognition from Kodak, a renowned name in the world of film and cinematography, was a validation of our hard work, creativity, and dedication to the craft. It was a moment of immense pride and satisfaction for everyone involved in the production, as it reaffirmed the quality and impact of our work. Being featured on Kodak’s social media platforms not only provided us with a wider audience and greater exposure but also served as an evidence to the enduring appeal and relevance of shooting on film. It was a validation of our decision to embrace the timeless medium of 35mm film and a celebration of the artistry and craftsmanship that went into every aspect of this production.”
https://youtu.be/GvuM_1XA9Co?si=AXKXUr6i97oMNurk
Published by: Martin De Juan
