Sometimes it takes a while to get a collaboration going regardless of the intentions of the parties involved, but as they say, where there’s a will there’s a way. A fan of the work of glitch effects masters BRTHR from back in their college days, New Jersey’s I/O had been wanting the pair to put together a video for him for quite some time but other promo commitments got in the way. It was whilst on one of those competing shoots that BRTHR met a guy called Gary, who after an inadvertent camera switch, asked them if they fancied shooting a promo for his close friend I/O. A skip, hop and a jump later and the duo had developed a storyline for the video which I/O was into.
For the Wasted My Time promo, BRTHR decided to take a more narrative, less effects heavy approach than in their previous work; exploring the various mindsets resulting from a sense of ‘regret’, but doing so in a non-linear way. As the project came from their personal contact with I/O as opposed to a label commission, it was down to the parties directly involved to put together the budget. Craigslist came to the rescue with BRTHR selling their DSLRs and I/O also stepping up with proceeds from his Rebel T2i sale. The budget found, a Red Epic with Zeiss Master Primes was secured and the promo was shot over three freezing cold, Long Island days, edited and put out into the world.
Check out IMVDb’s behind the scenes video from the shoot.