Link BTS : https://we.tl/t-WfutfRggmo

LA ROUX AND BIRTH TEAM UP FOR HER LAST MUSIC VIDEO

With a new video clip even more colorful, Elly Jackson makes her comeback after several years of absence, happier than ever.

Her 3rd single « Automatic Driver », straight out of her pop disco album SUPERVISION, makes us enjoy her cheerful tone which seems to be a serious hommage of the 80’s. Lying on a sunny golf course, with a bag too much bigger, La Roux finds herself steps aside into an imaginary world, filled with fluorescent rocks and plants, letting herself be guided by her instinct and her desires to find the « automatic driver ».

THE DIRECTOR VALENTIN GUIOD

First grown as an art director in advertising at adam&eve in London, working on demanding and top- class clients such as Adidas, Google, Volkswagen... Valentin Guiod jumped to filmmaking as an essential part of his vernacular. He had the chance to direct award-winning campaigns and to develop his passion for writing and editing. As a musician himself, driven by the love of rhythm, developping stories for both music videos and feature is for him the best way to join all of his forces.

Q&A WITH THE PRODUCER

WHY DID YOU
CHOOSE VALENTIN FOR THIS PROJECT ?

I’m following Valentin for a while. He’s a very good DA with a well-soaked universe and an intelligence of the objectives of a project. He made all the new 2020 graphic identity of Birth.

I knew he wanted to move on to the direction, I felt that this music video could be a good match for his trendy, pop & crafted universe.

And he didn’t disappoint. The treatment was crazy & he bent the competition. When the artist received the project, there was no hesitation in choosing him.

WHAT ARE THE PARTICULARITIES OF THIS YOUNG DIRECTOR NURTURED BY BIRTH ?

He has a very strong AD, a universe, a personality and he is very precise. After a first film together, we are impressed by his maturity & his level of calm on the set. His specialty is making images that kill ! Nothing more.

WHAT DO YOU THINK ALLOWED LA ROUX TO TRUST VALENTIN X BIRTH VISION ON THAT PROJECT ?

We’ll soon see if she makes the difference thanks to her new video clip. For LAROUX/VALENTIN, it’s been a real crush of the artist for our director Valentin. They have the same vision on this project, they’re on the same page so it clicked right away.

ANY JUICY ANECDOTES FROM THE SHOOT ?

Difficult to choose one... There’s a lot to say...
But what happens in Marrakech stays in Marrakech...

Few words about Birth Production :

Birth is an independent production company based in Paris and founded by Hugo Legrand Nathan in 2013. Birth Productions produces films, commercials, music videos and documentaries. With offices in London, Paris and Algiers, Birth has a presence from Northern Europe to the Mediterranean basin to produce powerful images for local and international markets.

In 2015, 2016 and 2017, Birth was ranked among the top 10 French production companies in advertising and won prizes in international festivals such as the Cannes Lions, the Cannes Festival, the Club des Directeurs Artistiques, Eurobest, the Epica Awards, D&Ad....

The -magazine «Les Echos» has ranked Birth productions among the youngest companies with the highest annual growth rate in 2016 and 2017. Birth has produced films for prestigious clients such as Adidas, Aigle, Audi, Eurostar, Hermes, HP, IBM, ING Direct, L’Oreal, Ubisoft, Mercedes, Nikon, Renault, Toyota...

Birth represents a wide range of artists such as :
Alan Masferrer, Alberto Blanco, Alex Nazari, Andrew Dosunmu, Benjamin Lacour, Emma & Marc, Francesco Carrozzini, Hugues De La Brosse, Javier Usandivaras, Martin Jalfen, Mat- thieu Mantovani, Micky Suelzer, Nalle Sjoblad, Noah Conopask, Noah Harris, OH YEAH WOW, Peden+Munk, Robert Broadhurst, Rodrigo Valdes, Sergio Granados, Temple Caché, Theo Gottlieb, Thora Hilmars, Vincent Rodella, Yohan Ungar...

La Roux - Automatic Driver

CREDITS

Gold partners