Hailing from South London, artist ELI's latest single ‘Lover’ is an eclectic fusion of Indie, Pop and Afro-Trip Hop, a purposeful nod to ELI’s diverse cultural upbringing. This music video for Lover is directed by Jade O’Connor, a Filipino, English Director who identified with the themes in the song, that of female empowerment and the strength that comes during and after emotional struggles of heartbreak.
But more than that, this music video is an ode to ELI's identity. Over a few different scenes ELI's personality and aesthetic are prevalent, portraying ELI's world and many layers; ELI commenting, 'I wanted to tap into a darker part of my emotions and confront the aspects that lead to a breakup and really pick them apart...and musically I wanted to combine my diverse upbringing and create an exchange of cultures.'
Jade O'Connor 'I loved working alongside ELI to create the concepts behind ‘Lover’. We shot it across two days, one interior and one exterior. Throughout the shoot, we wanted to focus on an overall theme of resilience and female empowerment.
I wanted to focus on utilising a fun colour pallet, interesting setups with a museum-like feel and depth in my composition.
Our main hope for this video was for it to be fun and showcase ELI's upbeat personality whilst drawing the audience into ELI’s world.
I am so grateful to Eli and my crew for making this video happen, thank you all for trusting me and my vision!'
Artist - ELI @eli.ldn
Director - Jade O'Connor @jade_atwork
Producer - Kevin Cheung @bykevincheung
1st AD - Eden Tekle @edenmtekle
DOP - James Huthwaite @huthdop
1st AC - Joe Hearsey @joehearsey
Gaffer - Nela Resler @nela_resler
Art Director - Jimmy Van Twest @jimmyvantwest
Art Assistant - Alice Kidd @alicekidd_film
MUA - Viviane Melo @v.000000v
Photographer - Ethan Lodge @ethanlodge
Editor - Sam Storey @404errorprojects
Graphics - Lara Luk-Fenn @laraluk_
Written & Produced by ELICo-produced & Mixed by SHOLA