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13 January 2022

Adele - Oh My God

by Jason Stone

Adele: “Oh My God” - 3 mins 52s

Sam Brown knows star quality when he sees it, and he very much lets Adele shine in this impressive promo. That's not to say it's short on tricks... it isn't. But none of its smoke and mirrors overwhelms the cultural sensation whose song it is designed to promote. And that's as it should be.

Everything about this is elegant. From the monochromatic look to the conceit which brings the action full circle - quite literally - when the singer takes a bite from the apple first seen at the beginning.

The constant motion of the camera as it sweeps slowly across the studio ensures our eyes are fixed to the screen, all the more so because it constantly finds additional versions of Adele along the way. There's nothing showy about the way this has been done, and that adds to the abiding sense of elegance.

When you break it down, there's a lot going on - including some sparkling dance performances - and this project must have taken considerable co-ordination, even allowing for the seamless editing and VFX which creates the illusion of a single take... albeit one from a universe where Adele has been endlessly cloned. But it never feels hurried, and it doesn't falter from the smoothness established at the start.

The pace remains constant, but the increasing busyness of what's on screen creates an illusion of acceleration and allows the film to build towards a climatic finish... until, once again, it's just Adele and her fruit.

Film Production: Rogue Films Ⓟ Ⓦ
Director: Sam Brown Ⓟ Ⓦ
Producer: Polly Ruskin
Cinematographer: Roman Vasyanov
Choreography: Megan Lawson
VFX: James Sindle / Giles Cheetham @ Electric Theatre Collective Ⓟ Ⓦ
Colourist: Luke Morrison

David Reviews is hand-crafted at 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.