“2U” by David Guetta and Justin Bieber has been an international sensation, garnering more than 400 million streams, 500,000 downloads, and 240 million views. Now, the worldwide hit has received the royal music video treatment.
This music video was directed by Brewer, a directing duo that joined the hybrid production company PRETTYBIRD back in 2012. The duo has experience and background in both illustration and production, allowing them to include such a diverse storyline for the video.
“When we first heard ‘2U’ we were struck by how the music and lyrics supported each other. The song perfectly captures the emotional phenomenon of loving someone to the point where there’s nothing you wouldn’t do for them. We thought it would be great to embrace this idea, being as it’s one of our most beloved cultural clichés, and repeat it over and over again to try to see if through repetition a new perspective, a new deconstruction, could happen. It’s like saying a word over and over again. Eventually it starts to lose its shape. We hope people are compelled to watch it multiple times because there is a lot of fun stuff hiding in the frames.” – Brewer
In the video, a couple gets into an argument that endangers the future of their relationship. The vicious cycle of arguing repeats throughout the video’s entirety, with different possible scenarios. These subtle changes hint at what could possibly have gone differently if other factors came into play. Animations, zombie apocalypses, old-school musicals, and much more aid in these other possible outcomes.