Norwegian musicians Cold Mailman hooked up with director André Chocron for their new single “Time is of the Essence” and use buildings that have a brief future to change the Oslo skyline.
Using a series of buildings that have a shortened life expectancy than most, Cold Mailman present their new single and, with the help of Chocron, make some striking visuals. The use of stop animation and close correlation draw the viewer in and creates a sense of affection for the Oslo skyline.
Whether it is the music or the knowledge of the upcoming demolition, I can’t help but take a sense of heart-warming despair from this collaboration. The title of the song suggests that the time to perform whatever act/gesture one might have is now, combine that with the approaching destruction of the buildings and creates a sense of panic. That doesn’t distract me from the beauty of Cold Mailman's song or how well crafted the video is but it certainly leaves me with mixed feelings by the end of the experience.
Text by Ben Taylor.