“We want to build on the success of last year’s video,” the marketer explained

Client: Mosdos Kever Rochel

Objective: Create a music video for their annual campaign 

Film Location: Monsey, New York

Project Deadline: Rochel Imeinu’s yahrtzeit

A Mother’s Love

The scene: a choir of 12 pure faces, all in black ties, backlit by ambient blue lighting with soft fog blowing throughout. To the side, a string quartet of classically trained musicians similarly attired in black suits and ties, eyes closed in solemn concentration. Leading them all is a lone singer, the passion on his face visible as he reaches impossibly high notes.

The scene then switches to a classroom, where a boy is learning Navi with his rebbi, reading the pasuk of “Rochel mevakah al banehah.” His eyes well up as he thinks about his father lying in a coma in a nearby hospital, and a lone tear trickles down his cheek, splashing a watery mark on the very words in the sefer that triggered his emotion.

Beautiful, seamless production, the product of months of brainstorming and weeks of tedious planning. Or not. Although (hopefully!) you’d never know from the polished final music video, 90 percent of the production for this music video was put together in about 48 hours.

Let’s pull back the curtain of this Mosdos Kever Rochel production and give you a glimpse into how all of the pieces came together, in real time.