Crazy in Love
From Videoville
artist: Beyoncé with Jay-Z
director: Jake Nava for FM Rocks
label: Columbia
year: 2003
treatment
The vibe: I want to take Beyonce to a new level of cutting edge fashion and knockout sexuality. The edgy styling will mix high fashion with a street sensibility that is iconic and stripped back. An off the hook dance number will be photographed in a fresh and stunning way.
The look: This will be Beyonce as we have never seen her before. Using high end designers fused with contemporary street style we will amp up the sexuality and attitude in every frame. A variety of looks will give us a chance to explore new styles – enhanced by the fashion influenced photography. Beyonce will be 100% gorgeous (of course) – but with a new and attention grabbing twist. A world class cinematographer will be used to help create the cutting edge style and look – some like a Joe Yakoe, Harris Savides, etc.
The video: We open on close-ups of JAY Z as he delivers the initial ad libs. We cannot be sure where he is exactly (more on that later) but his flow is infectious. This is a mysterious look for Jay that makes us want to see more.
We cut to our camera rushing through the streets – swerving and moving with the frenetic energy of the beat. Edits takes us back and forth between Jay’s performance and the car speeding along. The lens swerves around a corner and finds …
BEYONCE walking down the street. This is a stunning introductory shot – taking us from the speeding POV right into Beyonce’s gorgeous and sensuous close-up. Beyonce moves – her walk transformed into a syncopated dance of flowing hair and clicking high heels. She is performing right to our lens – bold and sexy. We steadi cam along with her – moving freely and transitioning from one perspective to the next – synchronized to and amplifying the groove of the track.
We will also shoot a performance with Beyonce as she drops to her knees on the pavement. A hidden pad will be used to allow Beyonce to go all out – completely free and into this uninhibited performance. The camera catches editorial style images – makes this look like a sexy street meets Gucci ad campaign.
Cut to Beyonce stepping into frame in graphic slow motion – surrounded by a circle of a dozen ultra-modern cameras. Each camera is mounted on a platinum stand – creating a circle of high technology around her. The street scene around Beyonce makes this look like a cutting edge photo shoot - with a twist of urban style.
As Beyonce performs we see the flashes on the cameras go off – one after another. Our camera shifts into ultra slow motion – lettings us capture each flash on the platinum cameras as it illuminates the side of Beyonce’s face and lens flares into the camera before it dies away and the next flash ignites. Beyonce’s movements are graceful in the stunning slow motion – her clothes and hair flowing like liquid silk. The flashes flare into the lens again – adding texture and pulsing in time to the beat.
We will also get quick but stunning images from inside the platinum cameras – possibly even textured in modern black and white. The images are strung together – capturing a frozen moment of time.
Cut to a graphic but rugged downtown alley (the graphic location from Se7en) – surrounded by towering buildings. Now we see a huge chrome fan. The powerful fan sends out a blast of air – blowing Beyonce’s hair as she performs. This is another high fashion image – the gritty alley, the sleek metal fan, Beyonce’s beauty and her gorgeous clothes – all combining for a unique look. The fan’s storm whips around her, but her performance never slows.
Now Beyonce’s girls show up (actually her dancers) and back her up on the rhythmic “uh oh” sections. There is a brief bit of choreography here – fun, sexy and right on the beat.
Another powerful set-up shows Beyonce on an empty night-time street. She is dressed in a breathtaking high-end outfit – possibly even a modern fur coat. We realize she is standing on a bold yellow car – a classic muscle car that reads as a blaze of vibrant color in the night. Beyonce hits a few funky steps and …
She performs an acrobatic flip (actually a body double) – off the roof of the car and into a perfect landing on the pavement. A close-up catches her high heels as the hits the street – never slowing her dynamic performance.
On Jay’s verse we see him performing in front of the car. Tiny rivulets of blue flame crawling across the dark pavement (budget permitting). It is as if there are streams of gasoline – slowly catching fire around Jay and Beyonce’s feet. This is not an explosive rush, but a seductive visual – the blue flames edging closer and closer to the yellow car.
As Jay performs we see him alone and also with Beyonce. The two superstars play off each other – sometimes sexy but other times defiant and playful. Beyonce is undeniably her own woman as she showcases her attitude and personality, even during Jay’s performance. The effect is a seductive tease – making us want to see even more of Jay and B together.
The car now completely catches fire. Flames run over the slick yellow surface – adding a new backlight to Beyonce and Jay. The wet down pavement reflects the flames and her passionate delivery. We use slow motion here as well – framing Beyonce in semi-silhouettes as she moves sexily in front of the flaming car. Beyonce’s beauty and the cracked surface of the car – peelling from the heat of then fire – are another stylish contrast.
On the bridge we cut to Beyonce performing on a street corner as a chrome fire hydrant suddenly erupts behind her. Ultra slow motion catches the drops of water as they spray into the air – glistening and hanging in the air like individual gemstones. Beyonce performs as she gets wet – her high end clothes hugging every curve of her body. The effect is stunningly sexual and at the same time artistic – the slow motion water adding a graphic twist. Note that this hydrant set-up is schedule permitting.
Dance performance: Cut back to the alley as the wind blows, but now we see a group of dancers behind Beyonce. Their moves are street-influenced and funky as they work with and against the power of the wind. The dancers lean into the force of the air – using the wind as part of their choreography. Beyonce is right up front – leading their moves as the dancers fill the frame with graphic movement around her.
This choreography will completely stand out – captured as dance has never been photographed before. The dance will be accentuated with slow motion – catching every rippling bit of wardrobe as the dancers move to the beat. At times the dancers get airborne – almost weightless – motivated by the force of the wind and possibly a simple trampoline effect. The dance starts out as a classic funky breakdown but the wind and our camerawork takes it even farther. We end on a stunning beauty close-up of Beyonce as we …
FADE TO BLACK
awards
2004 MVPA Awards
- R&B Video of the Year
- Best Colorist/Telecine - Dave Hussey
- Best Choreography - Frank Gatson, Jr. and LaVelle Smith
2003 MTV Video Music Awards
- Best Female Video
- Best R&B Video
- Best Choreography - Frank Gatson, Jr. and LaVelle Smith
nominations
2003 MTV Video Music Awards
- Viewer's Choice Award
