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Sugar Water Commentary

by Veronica Paredes

Gondry is known for his clever manipulation of time and a low-tech quality in his work, and especially in his music videos. This video experienced some popularity in the 1990s, as it used an experimental video technique to convey a tone of offbeat quirkiness and oddness. Although it may seem time reversal is only being used for an aesthetic technique there are some interesting themes of split/ fragmented experience of time and reality. In what world would cleansing oneself with sugar make sense? One in which you experience a day with time reversed, a day filled with fantastical surprises and run by oneiric logic? Time and space are fragmented in this light-hearted vignette of parallel lives and backwards moving temporality.

Cibo Matto "Sugar Water" Music Video

An interesting use of the implosion of time/space and splitting the picture frame to tell two seemingly separate stories.

from Sugar Water (1995)
Creator: Michel Gondry
Posted by Ala' Diab
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