So, you spent $250 on materials for a cute little video that goes viral, gets over one million views and is covered by the likes of Time Magazine, The Huffington Post and many more. What next? Well, if you are Kalle Mattson whose promo for “Thick As Thieves” hit the aforementioned heights, you hook up with director Kevin Parry and shoot an equally captivating clip for your new track, “Water Falls”.
The camera swirls, spins and swings around the streets and landmarks of San Francisco, the motion picking up and tracking the rhythm of the song, building and speeding up as it draws to a climax. “I wanted to capture the slow-pulsing and escalating feel of the song”, explained Parry. “For years, I’ve had the idea of animating a camera through and around a city, so I challenged myself to capture the emotion and pace of the song with wherever this technique would take me. I chose the ‘hypnosis’ visuals to thematically tie the video together and layered that over top of the non-narrative exploration of San Francisco”.
The result is a spellbinding blend of sound and vision.