Last fall, Yumi Zouma released the ever charming EP III. Today, the New Zealand band is sharing the official video for EP III’s stand-out single “In Camera.”
The new video, directed by Pavel Brenner, reflects the winsome and endearing nature of the song, featuring a story of teen romance with a choreographed courtship performance. Watch the “In Camera” official video HERE.
The new video, directed by Pavel Brenner (Brodinski, Lorn, Bixel Boys), reflects the winsome and endearing nature of the song, featuring a story of teen romance with a choreographed courtship performance.
“Pavel’s video, and the song itself, are based on a feeling, a mood, a sense of nostalgia,” says Christie Simpson of Yumi Zouma. “It’s a tandem feeling of hopefulness and hopelessness, teenage coming-of-age awkwardness, bold and sometimes silly expressions of adoration (be them requited or otherwise), the bittersweet pain of growing up and crushing hard (but finding a joy in it all), the innocence and purity of adolescence, and the realness of life presented in a hyperreal way, with a hyperreal focus on the banal and familiar.”
Pavel, the director, says, “My goal was to take the audience on an awkward date magical journey. There was the potential to be both fun and intimate, and I’m glad the band responded to the idea with a ‘hell yeah’.”
EP III completes the trilogy of EPs that Yumi Zouma have released with Cascine, beginning in 2014 with their debut. EP III follows 2017’s Willowbank and 2016’s Yoncalla.