MPC’s U.S. creative director of color grading, Mark Gethin, executed the color grading for a music video by country legend Johnny Cash. Directed by John Hillcoat, “She Used to Love Me A Lot” was handpicked by Cash’s son, John Carter Cash, as the forthcoming album’s standout song, one of 12 never-before-heard tracks. The resurrected lost 1980s album Out Among the Stars, is due to be released by Columbia/Legacy on March 25.
The project found its way to MPC LA through Gethin’s long-standing partnership with Hillcoat, which includes recent collaboration on Coca-Cola’s “It’s Beautiful” Super Bowl spot. “We’re thrilled to be entrusted with this momentous album launch and have a hand in visually enhancing an ever-evolving, incredible piece of work,” said Andrew Bell, MPC LA managing director.
Digging deep into the track’s lyrics and story to set the dramatic mood, Gethin transforms the visuals from the stark corners across the country by infusing soft tones, duotone lighting and melancholy palettes throughout, bringing the lost love single to life. “Every project is different. And this one will be truly memorable,” said Gethin. “It was a privilege to share in John’s vision and work as a collective whole paying homage to the legendary Man in Black.”