Director: Jonas & Francois




Director: Emile Sornin

Original Feature in: Promo News

David Brent immortalised the boss you love to hate in The Office, that boss that you’ve all had at least once. In Disclosure’s ‘Grab Her’, Emile Sornin returns to the scene creating the boss who is so dislikeable everything he touches is physically repelled. Continuous laugh-out-loud moments lead up to a climax that can’t help but put a smile on your face.

And as always with Emile there is an air of ‘how the…?’, as a mix of post production and on set tricks confuses the senses… We caught up with Emile to find out about his inspiration for the promo, how important the cast were and his love of British humour.

Word Is Cheap: The boss character is portrayed perfectly. Were there any influences when creating him?

Emile Sornin: The influence was clearly Ricky Gervais in “The Office”, i think is the funniest man in the world.

Comedy can at times be very hit or miss, did you have any apprehensions with the concept?

Not at all, when we found the main character (Jean-Baptiste) I didn’t have any apprehensions because he was really funny during casting. He was able to bring to any gravity trick to the next level.

As always with your projects, post production plays an interesting and important role. How much of the effects were done in camera, how much was post?

Well a magician can never reveal his tricks. But most of the effects weren’t too hard to make, aha.

The desaturation of colour is key to setting the tone and the (late 70s/early 80s) period. Why did you set the video in the past?

It’s not a matter of temporality. I think I just love 70’s gear and aesthetic, and it matches perfectly with my concept (telephone with wire, big computer etc…)

You’ve worked with a series of interesting British artists who, like your promos, are very different from each other (Alt-J, Dizzee Rascal and now Disclosure). Has this been intentional? Who is next on your wishlist?

I’m really influenced by British humour, so that’s why it works well with English bands or artists. There is something absurd and second degree in English humour that I really like… Every one knows that Monty Python are the best in the world. They create the best jokes I ever saw.



Director: Helmi

Originally Published by: Promo News

Here is a story you can enjoy straight from the horse’s mouth, literally! Brodinski and Theophilus London partying in LA. That’s a day you want to see and somehow you can thanks to Division Paris’ new recruit Helmi. Through a no-shot-too-seedy* promo flirting from business to pleasure, or rather studio to the strip club, Brodinski comes across like a boss who knows how to work hard and play hard.

First time director Helmi is by no means ‘new to the game’. Rather he chartered an uncommon route through a sea of faces making the step from casting to director. In what can’t have been an easy move, the step was made with confident style. I’m sure the invaluable experiences gained inbetween working with contacts you would soon be relying on, couldn’t have hurt. We had the chance to find out in our chat with Helmi about what it’s like to work at Division Paris, what Brodinski is like to hang out with and just how he managed to actually film the promo.

*Well almost no-shot-too-seedy… Find out below!

WORD IS CHEAP: As your first project with the illustrious Division Paris, were you nervous at all?

Helmi: Not at all, Division is the best atmosphere I’ve known for work. The ambience is always good, like a positive pressure…

Although not his first video, it’s always great to have some visuals accompanying a Brodinski track, how did this come about?  

It was during a party of course, I knew him for a while and came up with the concept, he had a track he needed a music video for, few drinks after we were on a plane to L.A. with all the Bromance crew and Division.

I get the feeling Brodinski would be fun to hang out with, was the aim to show what a typical day in his life is like?

It’s not fun to hang out with Brodinski he’s always on the run, we had 4 days to shoot & prep everything, camera tests included.

At the same time he was producing his album, meeting people and managing his label. It looks cool from the outside, but trust me that guy is a workalchollic. That’s maybe why he’s here. Beside this he’s the best L.A. guide you’ll ever meet. The town is his.

The tone is extremely candid, was this actually the case when shooting?

Well let’s say, we didn’t get the right to edit everything we shot…

I know I’m not the only one who just can’t work it out. Did you actually put a camera inside a mouth to film this?

It’s funny most of the people think it’s fake. But no it’s real, no post production, 100% real. Everything was really shot from his mouth I invented a system to be able to shoot from this point of view with the help of a dentist and a prothesis, and he can drink and eat not talking but this was never done before. So i’m happy because I think music video have to be a good experimental ground for directors.

* Check out Luke Tierney’s blog, Word Is Cheap, or his Twitter @wordischeap, for more thoughts on his favourite music videos.



(watch this while looking for your family VHS recordings)

Something a bit different this time. Different in a very ordinary way. I mean, its a montage or rather a mixing pot of scraped together bits and bobs. BUT its a very well put together mixing pot, including a fair amount of fine women. Hippy at its most commercial.

A part of Division Paris, Fleur & Manu have been making videos for some of the higher-end French including M83, Sebastien Tellier and Ettiene De Crecy. This is clearly their world and I’m glad it is. France just keep killing it with creative energy, Vive La France!