It’s Time by Imagine Dragons
Imagine Dragons “It’s Time” video is a huge landscape video of devastation and hope. The video opens on the band walking through a dark, post-apocalyptic world of destroyed building and land-bound ship wrecks. The sky continues to get dark and more stormy as the song talks of someone leaving to become themselves.
The song talks about starting over, right where you are. The lyrics ask over and over again, “It’s time to begin, isn’t it?” The video builds to larger and more oppressive storms and darker scenes, until the band find a bright, egg-like ball.
The video was directed by Anthony Leonardi III who is a rising star in Hollywood. He is best known as the storyboard artist for Rango and Water for Elephants. When he was tasked to make this video, he needed to tell a vast and bold story.
The video was made with the latest CGI software that allows a seamless flow from scene to scene and incredibly realistic vistas and foregrounds. The band is walking over parched, cracked Earth, while remnants of civilization sit rusting and rotting around them. Leonardi’s first major film directorial debut will be later this year, with “Nothing Left to Fear.”
Imagine Dragons front man Dan Reynolds said that the song was written at a very difficult time in his life. This is apparent through the imagery of the song, where he speaks of building from the bottom of a pit. The song gives the feeling that the writer has hit rock bottom, but is determined to put his life back together. The band from Las Vegas still feels its connection to its roots, playing small Sin City clubs and bar just a couple of years ago. In interviews, they have spoken about how close they still are to struggling and daily worries.
As the video comes near the end, the band takes their shining egg, which is followed by a tiny light that looks like a fairie from a legend. They dig a hole and place the egg into it. As the band runs away, the egg explodes in dust and light. The group is swept up by the wind and dirt. As they fly through the air, carried less by exploding air than by a gentle wind, the light sweeps into the stormy sky and begins to push away the clouds. The ground and landscape are bathed in sunlight by the end of the video, a symbol of the hope and change that evolved out of the singers painful “pit” at the beginning of the song.