J!MMY - Why (Official Music Video)

‘Why’ by J!MMY captures the artist and his former love interest on a journey of reminiscence through the city of New York.

Directed by Emmet Padgett
Shot & edited by Alyssa Trawkina
Colored by Ryan Berger

Music by J!MMY
starring Aimee Grumbach

We shot ’Why’ in a very run and gun kind of way. With this video our focus was not to elaborate on the details of the story and the complications in romantic relationships but rather on those moments that we spend in our heads thinking and reminiscing. The in-between moments that happen internally. Therefore we decided to make this whole video an endless journey of subway rides, car rides and walks. These moments when we are by ourselves observing our environment and it catches up with us. This video illustrates two people on separate journeys thinking of each other. It is basically an endless ride home without ever fully arriving. We choose to keep it rather cold in the grade to emphasize on the melancholy of the subject and focused on connecting these separate scenes visually by fluidly guiding the viewer to the next scene through camera movements and match on action cuts.