05/29/09
Text: Kee Chang
Since we last sat down with Keith Schofield to discuss his massive viral hit Diesel XXX and The Brighton Port Authority’s "Toe Jam" video, he seems to have moved onto greener pastures—directing commercials where money seems to grow on trees and the shooting schedules are a bit more lax. But it’s comforting to know that his love for music promos will always pull him back into the game. In his world, indelible ideas champion over everything—this is our gain.
Anthem stopped by the "Let Love Rule" shoot at the Barclay Hotel in L.A. last week to snap some photos and hover around as Schofield flaunted his creative prowess. Although Lenny Kravitz and Justice were nowhere to be found, there was still plenty of fun to be had—bullet wounds, knives, an old-timey diner, and passionate embraces against the L.A. skyline. The video is a parody of end credits with an 80s film vibe going on (the lead actor is styled after good ol' Marty McFly!) The shoot went over very smoothly, but it was not without unexpected obstacles—a crazy homeless woman threatening to break the camera with her pet rock, trekking up a staircase covered in feces—which Schofield playfully refers to as "the joys of shooting in East L.A."
The video is set to premier in 3 – 4 weeks, so you'll have to hold tight until then to get the full experience.
