Entertainment > Branded Content
PGLANG, Los Angeles / N/A / 2023
Overview
Credits
Why is this work relevant for Entertainment?
This is a creative visual execution between the cinematic one take, live performed vocals and a tightly rehearsed and choreographed performance within the space of this room between Taylour Paige and Kendrick Lamar. These combined creative elements create an unexpected and controversial escalated domestic argument between the couple.
Background
We Cry Together is a film that displays the raw journey of one couple’s domestic life. The film features Taylour Paige and Kendrick Lamar. The short film was shot in a single take with live vocals in March 2020.
Describe the strategy & insight
Kendrick’s core fan base responded positively and emotionally to the piece. The response from fans and media has been impactful and viral.
Describe the creative idea
The creation of We Cry Together first began with the idea of the film. The music was later developed with the thought of the physicality of the lines being portrayed on the screen. The film was shot in a single take with live vocals and allowed for Taylour and Kendrick to be vulnerable enough to understand and embody each character's energy to capture the passion and dysfunction of the relationship.
Describe the craft & execution
In order to preserve the ability for Kendrick and Taylour to execute their lines it was done with a lean crew to capture the raw performance of the performers. The set
and choreography were designed precisely to achieve the performance in a single take.
Describe the results
The piece forces individuals to ask themselves important questions and hold up a mirror as a collective concept for us as a society. The film allows the audience to reflect and identify where we stand with the issues as a whole, especially those that we tend to shy away from addressing.
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