“Careful” Navigates Between The Oppositions Of Its Meaning

On the borderless map of a magical planet, little beings pick, brush, weave, fish, and collect elements from their natural environment to sustain their life as a group. 

This essential balance turns into chaos once they misuse their findings to polish their individual appearance. ‘The song navigates between the possible meanings of the word: careful as in “full of care”, as in “meticulous”, careful as in “being cautious”, “discreet”, or careful as a warning for imminent danger. I took the simultaneousness of these concepts as a conflict: that of wanting to be safe, aware, accepted while craving to stand out and be noticed, regardless of what surrounds you. Hinting at the ambivalence of the mantra « Careful », the animation acts as two sides of the same coin: the fascination for uniqueness and diversity becomes overshadowed by self-obsession and vanity. 

"Careful" Navigates Between The Oppositions Of Its Meaning

The repetition creates a distortion between what you hear and you think you hear. Reflecting on the music, I wanted to install an ambiguity between what you see and what you think you see. In a non-linear approach, the animation plays with coexisting loops and rich detail. The accumulation of small events blends in together in an abstract magnetic set-up, allowing the perception to be different each time. I developed a universe teeming with cycles and magical elements: fruit oil, lave pearls, strawberry skeletons, egg cages, flower pipes…

"Careful" Navigates Between The Oppositions Of Its Meaning

All these become accessories for humans to explore their own singularity. Yet, by doing so, the collectivity is disrupted. Self-admiration takes over, closing the protagonists inside their own bubble, as the landscape is torn apart. The camera is no longer a window into the macrocosm but a mirror for the characters. In order to visually materialize this shift, I chose to combine two visual spaces: one of the timeless, physical geographical maps and scientific illustrations together with the contemporary, virtual space of social media and profile pictures.’

Careful is part of a larger visual campaign designed for the release of Jo Goes Hunting’s second album « Front Row ». The graphic universe that unfolds in the animation was also turned into a pattern and printed on fabric, as a 3x8m stage backdrop surrounding the musicians on stage. Alice Saey also designed the album artwork and single covers.

"Careful" Navigates Between The Oppositions Of Its Meaning
"Careful" Navigates Between The Oppositions Of Its Meaning
"Careful" Navigates Between The Oppositions Of Its Meaning


All images with courtesy of Alice Saey


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