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Archer's Mark's James Burns Directs New Promo For Electro Icons Nightmares on Wax

02/11/2017
Production Company
London, United Kingdom
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James Burns' work is characteristically intuitive and immersive, conjuring images that draw us deeply into the human experience
New director James Burns from Archer’s Mark directs this new promo for UK Electronica icon Nightmares on Wax (aka George Evelyn) from his new album ‘Shape the Future’. Nowness calls it a, “shamanistic exploration into the Deep South".

Commenting on the project, Burns said: “I've been a huge fan for years, so getting the chance to work with George and the legendary Warp Records was such an honour for me. After hearing the track Citizen Kane, images of the deep south instantly began to flood my thoughts. In the film, our main character is at the point of making a choice. This cross roads for him plays out in two scenes that articulate both his dark past and his pure future, so we needed a location that could powerfully evoke both.

"Louisiana’s history is tied so deeply to the African American struggle and when you see those iconic mangroves, dense with live oaks and Spanish moss, you can't help but feel the weight of that struggle. And in the city of New Orleans there is also a really crisp duality between the old and the new. It’s a city that has had to quite literally be reborn after tragedy so it felt perfect for our story, as our protagonist undergoes his own rebirth.

"I wanted to shoot a music video/short film hybrid that felt immersive and cinematic. Using images and movement that draws us deeply into the atmosphere and characters that stay with us long after we have watched the video. Mixing the iconic, with the futuristic, the dark with the light, and all the while keeping a beat with the Nightmares On Wax visual heritage, which has always played with bold themes around mysticism and spirituality. This was coupled with a graphical element from the incredible Ruff Mercy who is doing all the album artwork. I have wanted to work with for Ruff for ages, and his contribution gave us a unifying connection to the design language of the album. A connecting tissue if you like. If you haven’t seen it the album billboard by Ruff in London Fields is epic!

"From start to finish the whole team did an amazing job, we were like family, and working with George and Allen was a real pleasure. George brings a lot of positive energy and vision, and is a true artist at heart. It really felt that our creative vision married beautifully with his and the result looks and feels like a small and intriguing part of a much bigger story."

James Burns' work is characteristically intuitive and immersive, conjuring images that draw us deeply into the human experience. His films typically capture the hustle and pulse of the city telling stories rooted in human condition, making him an ideal director for any cultural brand looking to connect authentically with younger generations.

His achingly beautiful debut short film, ‘We Live This’, was honoured with the Tribeca Film Festival’s Special Jury Mention in 2015 and got him onto Saatchi & Saatchi’s New Director Showcase. He has just completed two distinguished projects for Superdry and Nightmares On Wax and is currently developing a slate of personal and commercial projects with Archer’s Mark... 
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