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Groeni Music Videos and Exhibition

Creative direction, video production and exhibition design for Groeni’s debut music video and LP release event. Groeni (+) is a three peice ambient electronic group from Wellington, NZ and in October 2015 I was commissioned to produce and direct Hedre (+) their debut music video. The track speaks about a miscarriage so using only Google Earth (+) screenshots and a cell phone I aimed to created a hypnotic yet tense video experience that explores the relationship between the maternal body and the earths brutal landscape. Off the success of the first video and with the upcoming release of the band’s Hinde EP they won a special grant from NZ On Air and Red Bull Music Academy to produce another video and host a premiere/live performance. The group wanted to expand on the themes explored in the first video and we also wanted to bring some of the works off the screen and see how they would work in an interactive gallery space. From each video a print series was made and exhibited alongside a loop of the first video Hedre. The sequel video Hinde (+) (pre-release) had a unique postcard print for every second in the video. Tiled out of order across the entirety of one wall in the space, participants were invited to pull a print from the wall to take home. Each print had a link to a free download of the EP and over the course of the week the gigantic work began to dissolve. On the closing night of the show we premiered the new video and Groeni hosted an intimate live performance of the EP.

Project Roles
Art Director, Content Producer, Creative Director, Director, Editor (Brand/Content)
Skills
2D, Cinematography, Color Grading, Creative Direction, Experiential, Music
Media
2D Animations, Music Videos
Project Industries
Music
Groeni Music Videos and Exhibition
Groeni Music Videos and Exhibition
Groeni Music Videos and Exhibition
Groeni Music Videos and Exhibition
Groeni Music Videos and Exhibition
Groeni Music Videos and Exhibition
Groeni Music Videos and Exhibition
Groeni Music Videos and Exhibition
Groeni Music Videos and Exhibition
Groeni Music Videos and Exhibition