As a long-time collaborator of ours, Erica brings an energy to set that makes every shoot feel like a reunion of close friends who also happen to be obsessed with making cool visuals.

For this video, we at Blast & Aftermath wanted to try something playful yet emotionally grounded, something that visually expressed the layers of Erica’s songwriting. The concept ended up being one of our favourites: Erica playing three versions of herself on screen at the same time, each representing a different emotional facet within the stages of grief. The challenge was figuring out how to make these “three Ericas” interact naturally, almost like they were separate people sharing the same moment.

This meant precise blocking, multiple takes of each scene, and a lot of conversations with imaginary people standing in for future Ericas. Luckily, she was fully game.

We shot in a location that felt like it was frozen in time, with warm retro touches that matched Erica’s aesthetic perfectly. Vintage colour palettes, soft textures, and rooms that look like they hold stories. The setting became another character in the narrative, grounding the more surreal elements with a lived-in, nostalgic atmosphere.

Of course, behind the scenes, it was the usual beautiful madness. Tripods everywhere. Our team running playback on repeat until every lyric synced. A lot of laughter between takes. And every now and then, a collective “Yes, that’s the shot!” moment that reminds us why we adore this work.

Making music videos with Erica is always a blast. She trusts the process, embraces experimentation, and brings an authenticity that makes every frame feel true to her artistry.

So here’s a little sneak peek into what it looks like when we’re on set: a team of creatives, a wildly talented artist, a quirky concept, a dreamy location, and a shared goal of turning music into something you can not only hear, but see and feel.