Lawrence - "It's Not All About You

This project is all thanks to our executive producer, Kevin, going to see Lawrence live in concert. Kevin now had a new favorite band, and the rest of our office slowly caught up. So we reached out to Lawrence and said that if they ever needed a music video, we were their people. It just so happened at that time that Lawrence had a single coming out, and that they wanted a music video for it. Ask and you shall receive.

Gracie Lawrence told us she envisioned the video taking place in an old fashioned diner. Say no more. Next thing we knew, we were in a red-boothed diner on the north side of Chicago with 20+ extras, a hoard of crew, and the band Lawrence.

The set felt like a theater production. The entire video was only a handful of shots, so each take was long and involved entrances, exits, and perfectly timed camera movements. One of our main constraints was shooting both interiors and exteriors. Since this was a music video, that meant any time we were rolling we needed to blast the song, so that everyone stayed in sync with the music. But blasting music in a residential area past dark isn’t very polite, so we had to wrap up all exterior shots by 9:30 p.m. Somehow, we met our deadline, the outdoor shot turned out perfect, and everyone danced like it wasn’t 20 degrees outside.

Extras were absolute troopers, the band brought endless energy, and the crew had their eyes on the prize. When the clock struck 4 a.m., we had finally gotten our last shot and called it a night (or a morning). Our post team put on the works and gave the video that smooth all-in-one-shot feel. And now it’s one of our favorites when we want to show what we can do with some creative freedom. Plus, Lawrence knows that if they ever need another music video, we are their people.