On My Way by Ruth
Art Direction, Photography, Set Design
Music video for Ruth's new single On my way.
In the beginning of March, right after the start of the Covid-19 pandemic, Ruth approached me with a brief to create a music video for her new single - On my way. In the current situation, I had no other choice but to think of a creative idea that could be well translated with the only resource I had on hand - myself.
After hearing the demo I had no doubt that it was a step into a new style and direction for Ruth. And it deserved a powerful visual material to back it all up.
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Ruth's music has always had a social stance and this track was not an exception. Topics like domestic violence and psychological abuse were entwined in the beautiful lyrics and I thought that they deserve a proper visual interpretation.
Staying in an abusive relationship of any kind, always has to do with disillusion and unrealistic outlook to the surrounding world. Unfortunately, it often goes hand in hand with addictions and mental health issues as well.
With all these thought in my head, I decided to get into creating this surrealist, almost dreamlike world, where everything is familiar but doesn't look right. Where objects are behaving as they are on a weird quest to conquer your sanity and blur your perception of the world. I wanted to created my version of the Mad Hatter's tea party.
