Am I wrong – Etienne de Crecy – Music video analysis

Am I wrong – Etienne de Crecy – Music video analysis

This music video analysis of Am I wrong – Etienne de Crecy is an abstract from our tutorial e-book 14 music videos.

Music video analysis
PDF, 133 pages

Shot by shot analysis

00:00 Travelling from a railway in a city within a very special cartoon style: everything that is usually straight in reality, like towers or walls, has become curvy here.

Media and genre: since the very first picture we have here is an animation movie of computer-generated images, it is going to give a somewhat subjective, transformed, transfigured vision of reality.

World: a city, railway and towers, are enough to allow us to recognize our present world.

00:08 While the soundtrack plays a few ambiant sounds, the camera approaches a loudspeaker which spits out the main musical theme, played on a synth. Then the camera moves down and shows a dog who starts dancing on his head like a breakdancer.

Structure: all these beginning images obviously make up the general exposition of the plots to come.

Media: very interesting interaction with this visual channel and its emanating soundtrack. It reinforces the dog’s dance within the visual channel; the music of the soundtrack is coming to us from the story itself. In all the other videos studied in this book, the music was simply cast over the visual channel, sometimes with a few synchronization effects between these channels and the story.

00:24 A crescendo of intensity gives the soundtrack its true beginning, right at the moment when the dog jumps back on his legs and starts walking as before.

Media: we find again our classical effect of synchronization between medias

A man – bold, very round and rather ugly – wearing a red sweater with a logo that looks like MacDonald’s, is also walking nearby, under the railway.

Character: exposition of this fat man who will be the Hero of the first plot. He is presented as the perfectly average citizen.

Point of view: notice how the telling subtly went from a general shot showing at first the city in first-person view, then to a shot focusing on the dog, which leads then to the fat man, who will become and stay the point of view character; centering and positioning the gaze of the viewer on the world we cross.

00:32 He passes in front of shops, “Cinex”, then “Mix” which has a big seductive logo on a giant hamburger.

Theme: it is the exposition of the central theme of the film: fast-food and through this example, industrial processed food.

00:39 The fat man enters “Mix” and thus becomes a customer. He passes in front of tables where people eat hamburgers and drink sodas. One of these customers, very fat and wearing a cap, swallows his burger in one bite.

Structure: the entrance of the customer into the fast-food restaurant is the catalyst of the first plot. The customer becomes thus the Hero of a simplistic, over-ordinary and uninteresting plot, without antagonism, and whose goal is to… eat a hamburger.

Actually, it is a false track because this plot sucks, but the script – which pretends to play the game of conformism – will quickly go off track.

Structure: this snippet of the scene showing the greedy customer eating his burger in one piece, is the first part of a mini-plot which will get concluded very quickly at the end of the video.

00:50 The customer arrives at the counter. The scene is shot by a surveillance camera which sends the pictures to a control center and then switches to another view – of the kitchen this time.

Point of view: here again, the narration stays on a very flexible and continuous mode of presentation of the elements (the restaurant, the control room, the kitchen) of this world which we discover.

Repetition: we will pass by this control room several times again and focus more on the various cameras of the fast-food restaurant, which we just saw here in transition between two scenes.

An employee quickly cuts onions in slices, another one squirts ketchup, a third one throws onions several meters away to a fourth one who catches it in a slice of bread, fries fly, hacked on their way by another employee. Explicit sound effects, in a very typical cartoon style, illustrate each operation. Everything is semi-automated, super-quick, precise… taylorist… inhuman. The picture returns back to its quality as a surveillance camera image.

Media: the sound effects above the music create an effect of comic realism.

Structure: this scene forms the beginning of a plot 2, non-dramatic at the moment, telling us about the mode of production for hamburgers. Its Heroes are the employees, whose goal consists of making hamburgers as fast as possible and there is no antagonism at the moment, everything works perfectly.

01:11 Back to the control room by zooming out. A fat supervisor eats crisps while watching his screens. Zoom-in on an a monitor with a picture showing hills which move in rhythm to the music.

Repetition: second appearance of the control room.

Structure: the picture of the hills enshrines a place again, in a funny and playful way (in a room we see another room where we see the hills), but this third place will not be explored in the story.

Did you enjoy reading the beginning of this music video analysis? Do you want to read more?

Do you want to learn to write a music video script?

Then read our e-book: 14 Music Videos.

PDF, 133 pages
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