Demi Lovato and Hannah Lux Davis have teamed up to do a really really awesome video in the revisionist 80s vein, and its a power punch of fun and scandalous pop sensibilities. Based on the vibe of "Cool for the Summer," Lovato seems to be taking her career further down in the vein of Taylor Swift, Miley Cyrus, and Rihanna; that is, trying to brand herself by creating edgier, bolder, and more entertaining media. Lovato has continually progressed further from her earnest beginnings, professing non-conformist individuality and progressive Christian faith in previous videos (See "La La Land" and "Really Dont Care," respectively). All that said, the new image could just be a summer fling as some artists seem to have.
The video is super fun and 80s which seems to be slightly new for director Hannah - though most of her stuff is just as colorfully sultry. The tones in this video shine in the same way that Kung Fury does, maintaining the VHS dulled silvery texture, but the sharpness stays intact. The colors are bright and well blended, adding to the 80s Miami character stereotypes they are drawing from.
Hannah has continued to create more fantastic videos this year for David Guetta, Nicki Minaj, and new Dutch singer sensation Natalie La Rose. She also just got an interview in this months issue of Status Magazine, where she divulges some elements of her workflow, and professes the desire to work with Taylor Swift, Katy Perry, and Selena Gomez, which doesnt seem like a stretch, considering her strong portfolio.
