Some may argue the proliferation of digital stimuli in our modern era is shortening our attention spans. Others would counter technology is not necessarily shortening our attention spans so much as quickening our ability to process information. Which ever camp you may belong to, surely you can find evidence to your case in Vine, the six (and a half)-second video sharing platform.
With the music video for their recent single, “Something You Do”, the Norwegian indie-pop sextet Cold Mailman caters to the short-form video format, offering a montage of 55 fleeting, disconnected moments. Even the video’s aspect ratio eschews the traditional widescreen for a square more befitting mobile devices. Like a beginner’s box of magic tricks, each little snippet relishes its execution of a familiar, old school camera trick — stop-motion animation, reverse motion, time-lapses, colored smoke, etc — but does not linger on any one long enough to wear out a welcome. Sure, this is not revolutionary stuff, but it is a constant stream of new information, effortlessly engaging and fun to watch.
WARNING: About twelve seconds of this video are NSFW.
To make the video, Cold Mailman turned to director and regular collaborator, André Chocron of the production company Frokost. Chocron previously directed their “My Recurring Dream” video, which was nominated for a Spellemannprisen (aka a “Norwegian Grammy”), and their “Time is of the Essence” video, which was up for a UK Video Music Award. Their new album, Everything Aflutter, is out now through Beyond Music.
HT: Creative Review