Following the release of Rudimental’s ‘Powerless’ and We Are Shining (feat. Eliza Doolittle)’s ‘Killing’, we can see that Rattling Stick directors, David Edwards and Ed Morris respectively, have proved themselves adept at producing emotionally arresting, share-worthy content in different arenas.
In the promo for Rudimental’s ‘Powerless’, David draws empathy from the viewer as a mother watches her twin boys fight one another, her eyes watering as each man boxes his mirror image. The audience makes a connection relevant to them, be it about family, the physical fight or a flashback to forgotten youth. It’s because of these connections and feelings, and a highly emotional, barnstorming track, that the content becomes more readily shared.
Ed Morris, director of ‘Killing’ by producer duo We Are Shining (Featuring Eliza Doolittle) uses a similarly emotive approach. Ed is singularly concerned with the reaction he is looking to gain from an audience with the content acting as the vehicle. His startling and fresh approach to the Killing film is born from applying advertising skills, getting to very simple and singular ideas, to the world of music. The viral tactics employed for ‘Killing’ help garner publicity for a very new artist with a minimal footprint.
Both ‘Killing’ and ‘Powerless’ excite their audiences, they are emotionally arresting in entirely different manners yet they both demand attention in a noisy and cluttered world.