I’ve been anxiously waiting for a “To Ü” video for a while, and I’ve gotta hand it to independent film director AG Rojas for creating a video that’s sentimental, intimate, and engaging – all qualities that initially drew me to the track itself. Rosas’ intermittent use of vivid color within dimly lit scenes creates an understated feeling of passion, representing the depth of a first love that belies the apparent emotional surface. That feeling of yearning is amplified by the look of the video as well. “To Ü” seems as if it’s been shot on Super 8 film, making the faded quality of the footage seem as if we, the viewers, are watching the subject’s home movies and being allowed a glimpse into each person’s love story. The carefully designed vignettes of each real-life couple are so genuine, and the brief peeks at quiet moments between each pair succeed in eliciting a longing for someone that you might’ve let fade away. I also appreciate the diversity of the relationships in the video – love really does win!
Watch the video now, and check out the “To Ü” remix EP on iTunes, featuring remixes from Clean Bandit, Armand Van Helden, Oliver, and George.