1. M U S I C V I D E O D I R E C T O R S
FRANCIS LAWRENCE

2. BIOGRAPHY
• Born March 26th 1971
• American music, film, televisions director and
producer
• Born in Vienna, Austria
• First worked on ‘Pump Up The Volume’ as second
assistant camera
• He then joined his ex-classmate Mark Rosen on co-
directing music videos
• Directed his first music video for Michael Blakey

3. BIOGRAPHY
• Eventually he joined a major new production and
became a very successful career music video
director
• He has also directed a number of commercials for
companies such as Coca-Cola and L’Oreal
• His career then moved on to directing films, but he
continued directing music videos too
• Lawrence’s major debut was I Am Legend in 2007
• He is now directing/just finished directing the two
part Mockingjay films under The Hunger Games
trilogy

4. KEY ARTISTS
• Avril Lavigne
• Shakira
• Aerosmith
• Destiny’s Child
• Will Smith
• Lady Gaga
• Jay-Z
• Beyoncé
• Seal

5. SHAKIRA – WHENEVER WHEREVER
• Performance video
• Main focus of the video is Shakira
• The whole video was done in front of a green
screen
• Shows Shakira dancing in front of natural things, for
example: her dancing whilst horses are around her
and then also the sea behind her

6. AVRIL LAVIGNE – SK8ER BOI
• Performance based video
• Avril Lavigne is dressed throughout the video like a
punk, the setting of the video around her
compliments this
• The other people in the video are also dressed like
punks
• They are then surrounded by graffiti and skate parks
• Once again main focus is Avril but has a narrative
storyline

7. STYLE
• Each one of Lawrence’s music videos is
different
• He has a great ability to adapt his videos
to suit each artist
• For example when it’s pop stars he
incorporates the close ups of them to fit in
with the genre
• I didn’t find from looking at his music
videos that there was anything significant
about his style

8. PERSONAL OPINION
• I liked the music videos he has done
• I feel the way he incorporates the different artist
styles and genres into the videos is very good as he
is extremely adaptable
• However I don’t think there is anything too special
or iconic about his music video work
• Never the less I really enjoy his work in directing films,
like Catching Fire