Work / Music

Enormous inflatable letters full of smoke make for a perfect music video

Say what you like about music videos, for me the most successful have to be two things: simple and cool. Sound easy? It’s not, but when you think of any fantastic music video that’s stuck in your mind for years afterwards, it’s usually both those things combined seamlessly to create something magic (see Michel Gondry’s famous Chemical Brothers video). Back in the present day, this video for Uumellmahaye (gesundheit!) by Lithuanian artist Manfredas ticks the boxes perfectly. Director Ruta Kiskyte assembled some enormous inflatable letters in a disused plaster dump in the middle of Lithuania and got a guy to take his clothes off. The question is, is the naked man going to pop the smoke-filled letters we see before us? Wait, what’s that in his hand? Is he? He’s not…Oh yes, he’s going to bloody pop the letters! Perfect.

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MANFREDAS: Uumellmahaye

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MANFREDAS: Uumellmahaye

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MANFREDAS: Uumellmahaye. Directed by Ruta Kiskyte and pvz.It