Lily Allen’s visually arresting promo for new single ‘URL Badman’ was cut by Sam Bould in his sixth collaboration with The Sacred Egg.
Inspired by the Internet backlash from her last single ‘Hard Out Here’, the song takes a lyrical swipe at the fickleness of the web community, and takes direct aim at online trolls.
Ed and Alex expanded on the idea that bloggers have a tendency towards the excessively negative, manifesting these defects in personalities as visible glitches in the images.
Because the idea relied heavily on the glitch FX, the challenge for Sam was to time out the edit blind, unnaturally extending a number of shots in order to let the undeveloped animations play out.
“It's always a challenge to work on something when you can't be sure of how the final image is going to look, but using twins instead of splitting one actor down the middle gave us a clearer idea of how the shots would cut together once the final post work was complete.”
“Sacred Egg always come up with strong original ideas, and this film is no exception. The bloggers warp into human rainbows, in a cacophony of colour and madness, combining beautifully with Lily’s effortlessly natural performance.”
“It’s great to build on my relationship with Sacred Egg. Each project is always different, challenging and inspiring.”
Creative Director: Aimee Phillips
Production Company: Riff Raff
Director: The Sacred Egg
Executive Producer: Sarah Boardman
Producer: Sonya Sier
Producer: Barny Wright
Shoot Supervisor: Adam Crocker
Editor: Sam Bould