DES ROCKS

Des Rocs is the stage name of Danny Rocco, an American rock musician, singer, songwriter, and guitarist from New York (Long Island / NYC area). He is known for his high-energy "bedroom arena-rock" style. He has gained recognition for blending hard rock, glam, and alternative rock, characterized by heavy guitar riffs and a DIY production approach and has toured with major acts, including Muse, The Rolling Stones, The Cult, Kaleo, and The Struts

I was fortunate enough to take part in the “Nowhere Kid” music video which visualizes the song’s theme of alienation, identity crisis, and feeling invisible in a crowded world. The vision of Director was portraying someone who exists on the margins - seen, but not known. Visually, Des Rocs appears inside an apartment building/grid of windows, with each window showing different people, moods, and versions of life happening simultaneously, physically close but emotionally disconnected, turning the building into a metaphor for society..

We took over a building and transformed it into a fully immersive experience built around six distinct rooms, each telling its own story. There was a modern teenage girl’s bedroom, full of contemporary touches and personality, alongside a bleak and sorrowful lawyer’s room, dimly lit and scattered with hundreds of bottles across the floor. In contrast, one space exuded elegance and refinement a classy, carefully curated room - while another transported visitors back to the 1970s with an alderman’s living room steeped in retro character. We also created a teenage boy’s room, capturing a different youthful energy, and a glamorous lady’s room, rich with style and sophistication.

At the heart of the building was a central space designed for a band, radiating a vibrant retro rock atmosphere that tied the entire experience together. The building itself became more than just a setting- it became an alternative rock'n roll stage!! Filming took place overnight, and despite numerous technical challenges and the enormous effort from the set decoration, scenic, and styling teams, we successfully captured the essence of its storytelling.

Together with multiple domestic sets on location and a huge outdoor film crew featuring fairground rides and plenty of food stalls, this was a brilliantly enjoyable project to work on.