Mill+ Director Carl Addy directs this eclectic debut music video ‘Wheel’ for the London based duo We Are Shining as a way to visually articulate the band’s mesmerising sound. Working closely with We Are Shining, the Mill+ team visually represent the band’s influences and inspirations in this video through a montage of stills and video material derived from multiple sources made into hundreds of gif sequences.
The psychedelic video tells the story of a primitive man who stumbles upon modern tribalism; fashion, music, sex, booze.
As he tries to escape this world he encounters a temptress who breaks his resolve. The film then breaks down into a larger global party where everyone is dancing along to the end of the world, everything descends into a chaotic orgy of destruction leaving the tribal man broke, yet enlightened, and so the wheel continues.
We Are Shining met through various club nights in London.
They discovered an affinity for making music together, combining Morgan’s innovative production technique with Acyde’s unique vocal style. The duo released a 12″ on Young Turks last year and since then have been working on their debut album which features collaborations with friends including FKA Twigs, Roses Gabor, and Shingai from The Noisettes. Although the band’s sound was mature and their references complex, they had yet to create anything to visually articulate their sound. They had no legacy of artwork or branding, so we were tasked to consider both their identity and their launch promo.