＊NSYNC - Thinking Of You (I Drive Myself Crazy)

What this video is

Released February–April 1999, 'Thinking of You (I Drive Myself Crazy)' arrived at the apex of the US boy band commercial cycle, when *NSYNC was consolidating domestic popularity following protracted legal battles with manager Lou Pearlman and BMG. The asylum concept — framing romantic obsession as institutionalised madness — was a comedic visual metaphor entirely in step with the self-deprecating,…

Why it matters

A canonical example of late-1990s teen-pop music video production: narrative-led, ensemble-character structured, comedically theatrical, and paced for broadcast TV rather than album-era longevity. The video foreshadows the more ambitious production values *NSYNC would deploy on No Strings Attached…

The director

Timothy Kevin Story (b. March 13, 1970, Los Angeles) graduated from the USC School of Cinematic Arts in 1991. He directed music videos for *NSYNC, R. Kelly, Tyrese, K-Ci & JoJo, and India Arie before his feature breakthrough with Barbershop (2002). He later…