Oh my giddy aunt this is terrific. The video for the new Kindness single Gee Up begins as an enjoyably lo-fi if fairly straightforward music video, and then, two minutes in, everything changes. We cut to mockumentary style behind-the-scenes footage casting the band members and some of their hangers-on in wonderfully ridiculous lights. It’s not just clever and funny, it’s also a brave move for a music video to abandon the music half-way through. As an artistic gift, this truly is an act of Kindness.
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Rob Alderson is a freelance writer, editor and strategist. He was previously editor-in-chief of It’s Nice That and WePresent, and editor of Design Week. He publishes the newsletter Undo, which tries to make sense of how AI is changing design work, the design process and the design industry.