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Giovanni Bucci's Feverish "Addictions" Video Grabs Hold
In director-motion designer Giovanni Bucci's super-edgy video, "Addictions," a feverish nightmare-world depicting technology addiction is rendered through staccato editing, expressionistic styling, makeup and sound design.
"The video is subject to varied interpretations of addictions, based on the viewer's life experiences," says Bucci. "The benefits of technology were always considered to be a positive force in people's lives, but things have not quite turned out that way. I'm not saying that technology is a totally negative thing, but there is a need for balance in our lives, and we need to moderate our extreme attachment to it and live more fully in the real world."
A multi-disciplinary creative who works along the whole production process, in "Addictions" Bucci combines green screen, stop motion animation, filming with macro, motion graphics, visual effects and employs the Canon 7D with a 16-35mm Canon lens, with some shots created with the GoPro HD.
Bucci also co-wrote the music with arranger-producer Marco Morano, who also worked on the production of the track. For the director it was important to achieve the rhythm and atmosphere to complement the visuals he had in mind. "We chose to mix some dark-ish electro/indie-dance elements with metal guitars and glitchy textures working together with dirty synths," said Morano.
Contributing greatly to the video's unique look was designer-animator Paola Rocchetti who, together with Bucci, worked on the production design (including backgrounds, graphic elements, visuals and animation). Paola's skills also make a mark with her styling and make up design. "I am an esthete," she said, "and to me it's a natural thing to translate an idea into a whole look. I actually have a lot of fun doing it, researching and experimenting".
After Effects, Premiere, Photoshop, Illustrator, Flash
Related Keywords:Giovanni Bucci, Addiction, Music Video, Cinematography, green screen, After Effects, Premiere, Photoshop, Illustrator, Flash