Rowena Fysx: How to Apologize
Apologies is Rowena Fysx’s first single since her debut EP 3rr0r. I was commissioned to create a visual aid to promote the release along with the themes associated with the song. How to Apologize is a tutorial parody that plays on the partial sarcasm and humor that follows an apology.
Shot on a camcorder, the style and color take inspiration from early office etiquette videos of the 40s and 50s that teach women how to conduct themselves in a corporate environment. The content of this video carries a “no nonsense”/teacher approach in the narration as Rowena contemplates her apology to someone she has offended. Along with the narration, the space and the style of editing work to reveal the comical aspect of such a situation to support the intentions behind Rowena’s lyrics.
Alongside the video, I also shot end edited the album cover. The video and cover share a similar approach of blending the comical with serious, revealing the sincerity yet humor behind Rowena’s apology.
