Tarock Music called on director and editor, David N. Donihue (Super Rad Motion Picture Group) to give “One More Heartache” the vintage look it required to match Rick Shaffer’s vintage sound. Shaffer’s poignant lyrics of turning your back on what’s continually forced fed to everyone daily demanded Donihue’s expertise of creating commercials and music videos.[youtube RCHVPjkT32c]
Donihue’s concept was to tell the story of children choosing not to blindly follow the hype from big company advertising, by visually creating two worlds, the real world in black and white, and the glossy world of advertisers in color. After searching through thousands of 1960’s commercials Donihue creatively shows the progression of the children’s alarmed state to the final conclusion of their ultimate choice. The finished video provides the powerful query, is it what you believe, or what you know. “One More Heartache” is track 2 on the album, Idiot Flats.