Jack White’s 24-Hour Video Fights for a ‘Love’ of Limits

Marc Hogan

By Marc Hogan

Lead News Writer
on 09.12.14 in News

Jack White has boundary issues. That is, the Third Man Records boss tends to work within artificial limits. The elegantly eerie new video for his 2014 album Lazaretto‘s patient centerpiece, “Would You Fight for My Love?”, depicts a well-dressed White hovering at a Colorado hotel bar — a setting, as SPIN‘s Dan Reilly notes, that brings to mind Stanley Kubrick’s The Shining. What’s most White-esque about the Robert Hales-directed clip, though, is the fact that its conception and shooting took place within only 24 hours.

White’s penchant for putting restrictions on himself is a recurring part of his creative process. A more recent example is his record-setting turnaround time for the “Lazaretto” single, but go as far back as Michel Gondry’s famous video for the White Stripes‘ 2001 breakout single “Fell in Love With a Girl,” and even then — those were actual Legos. “Where I feel comfortable creating,” White told Tape Op a few years ago, is “when there’s a limitation and a time constraint, a money constraint or a tool constraint.”

By the end of White’s new video, his figure can be seen flickering away: All those self-imposed rules, and yet he disobeys the laws of physics.