Entertainment Lions For Music > Branded Content for Music
PARAMORE "RUNNING OUT OF TIME"
UNDERWONDER CONTENT, Los Angeles / "RUNNING OUT OF TIME" / 2023
Overview
Credits
OVERVIEW
Why is this work relevant for Music Entertainment?
Bringing back the 90's surreal creativity to one of today biggest bands, Paramore.
Background
To showcase Paramore in a very over the top creative light inspired by the ultra creative surrealism in the music videos from the 1990's.
Describe the strategy & insight
The strategy was to show a very creative, artistic and surrealist side to the band, which is new for their audience.
Describe the creative idea
The idea centers around Hailey Williams, the band's singer, struck with a bout of writer's block when her mind goes wild and she descends into the rabbit hole of creativity to find the inspiration to write "Running out of Time."
Describe the craft & execution
The implementation was to tap into the 90's aesthetic of music video surreal and add a modern twist. This was all shot in 1 day on a sound stage in Los Angeles with built sets that were enhanced with VFX.
Describe the results
The results have led to a huge resurgence for one of the world's biggest female lead pop-punk bands and have appealed to a more artistic side of their audience.
Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?
The cultural context is paying homage to some of the 1990's music videos that were created by iconic directors such as Michel Gondry, Spike Jonze, and Mark Romanek.
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