Featured Selection

Lombard

"GLUM"

Shaped over an extended production timeline and built through a collaborative effort of more than 40 contributors, this music video reflects a process where experimentation, material exploration, and persistence played a central role.

From navigating industrial locations to developing tactile visual elements, the project evolved gradually — balancing technical limitations, creative ambition, and a strong sense of collective ownership.

Below, the team breaks down the making of the video.

At its core, the project brought together a wide range of collaborators, each contributing to the final result, with particular emphasis placed on the material elements within the frame. How many people worked on your selected video? Who played a key role in it?

More then 40 people participated in the video; it was a creative project and everyone played a vital role. We couldn’t done it even without the help of the factory director. To be honest, the team of production designer, who created the slime – rightfully plays the main role; it was given far too much attention.

How long did it take to make it? What was the process (in short)?

Somehow it happened that the video’s creation took almost about a year. several months of pre-production and understanding the capabilities of the factory space, a long shooting shift of about 17 hours, and a nerve-wracking post-production of about 9 months. Such a sacred timeframe only confirms that this video is like a child. We are glad it was born.

Working within a limited budget and maintaining communication across stages introduced challenges, but also opened space for creative problem-solving and collaboration. What challenges did you face while working on the video?

The tight budget increased the search for creative solutions and most of the crew members were friends or close people who was inspired to participate. Communication with the artist during the post-production stage was quite challenging, which ultimately delayed the entire process. Still, many compromises were beneficial and all the editing and AI additions made the video more engaging.

Among the film’s various segments, one sequence stands out for its balance of simplicity and impact, shaped through lighting and performance. What part of the video is your favorite?

All sections were standalone and each had its own unique appeal but perhaps the final section with the dancers, despite its simplicity, was truly memorable. Our lighting designer made innovative decisions, and we had a lot of fun in that room.

Rather than defining a fixed interpretation, the video invites audiences to engage with its imagery and metaphors on their own terms. Is there any message that the video is sending that you don’t want the viewer to miss?

The video is generously gifted metaphors but we believe the viewers should discover them and understand them themselves. Perhaps, in individual perception it will appear something more, than we planned. We completely trust our audience and don’t want to deprive them of the opportunity to figure things out themselves.

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