Kay Melo - For You
Here is Kay Melo’s debut single ‘For You’ directed by Ashley Belgrave. A smooth and rhythmic R’n’B track with visuals filled with style and substance. Set mostly in a bedroom we flash forwards and backwards in time through a relationship that fell apart. It’s Kay’s fault and now he wants to tell you about it.
This was my first time working with Epik and it was a highly enjoyable collaborative experience. It was great to work with such a professional team who helped to make the shoot run smoothly. I would relish the chance to work on future projects with Epik. It was also great to work with Kay Melo, a talented artist with a clear vision.
For the art direction, I wanted the video to mainly take place in Kay’s bedroom to reflect his mindset at various stages of his relationship. During the honeymoon phase, the room is neat and welcoming. As the relationship begins to disintegrate, we cut to the couple having a heated discussion which soon escalates into a full blown argument with harsh questions and accusations being thrown around. I used dissolves to give off smooth transitions throughout the video.
Our DP used a telephoto lens to great effect to isolate the artist during his performance to focus attention on the emotions he conveys. We played with the depth of field in certain shots thus adding a cinematic feel to the video.
We shot with a high frame rate for parts of the performance, and we had the artist perform the song in double time to give a slow motion effect to help emphasise certain parts of the lyrics.
We used a number of takes of the couple arguing, having created different scenarios for them to improvise in, and let the camera run. The purpose of this was to capture the build-up and intensity of their argument and thereby add realism.
We used various techniques to emphasize mood and tone in the video to mirror the status of the couple’s relationship, such as the art direction of the bedroom and selected camera angles. The use of lighting was also used to achieve a cold, melancholic look after the break-up and we used moody, warm lighting to evoke warmth during the couple’s happier times. We deliberately lit these scenes for an evening setting to optimize the lighting options.
To add a uniqueness to the look of the video and make it stand out more, we chose not to use the “rule of thirds” for the framing of certain segments of the artist’s performance.
In another segment of the video, we used shots mainly relying on backlighting to add a surreal effect.