"Jack White has a history of being part out some of the most memorable music videos. Period. And his new video for Sixteen Saltines, directed by Caviar’s AG Rojas, offers some pretty memorable images of its own, (Exhibit A: screaming face tattoos; Exhibit B: jerking levitation; Exhibit C: recovered limbs). White turned to the buzzing director to bring his signature style to the video in order to create “a visual assault, made up of several unrelated, surreal vignettes,” says AG. The concept behind the video is “an exploration of awkward, magical youth. Jack is the only adult in this world, so he immediately becomes the target of a crew of wild kids.”

AG, who recently directed the provocative narrative video for Spiritualized’s “Hey Jane,” has built a body of work that is thematically based around an innate understanding of youthful dystopianism. His films have been both beautiful and complicated; AG’s short film, CROWN, was an official selection at Slamdance; and his narrative-driven videos for Earl Sweatshirt of Odd Future and Gil Scott Heron with Jamie xx have been anchored on annual top music video lists and blogs alike – because in 2012, you’re nobody until somebody GIFs your video."

Production: Caviar Director: AG Rojas

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.