Free Bird: Behind the Lens with Chronicle Cinema
- Chronicle Cinema Staff
- Jun 26, 2025
- 4 min read
Updated: Oct 10, 2025
In April 2025, Chronicle Cinema collaborated with renowned music video director Max Moore. Their mission? To create the first-ever official music video for Lynyrd Skynyrd’s iconic song, “Free Bird.” This project was not approached lightly. It is a cinematic homage to youth, nostalgia, and timeless freedom. Filming took place over three intense days in and around Louisville, Kentucky, and southern Indiana.
A Vision for the Future
Now with over 10 million views and counting, the video resonates across generations. But how do you visually reinterpret a song embedded in the hearts of so many? This process was born from a mix of fear and trust.
“To be honest, I was pretty intimidated going into the writing process,” Max shared. “It’s such an iconic, legendary song, and I wanted to ensure it got the music video it truly deserved.”
Max sought guidance from someone who appreciated the emotional depth of the song—his older brother, an eight-year Skynyrd fan. Together, they crafted a narrative focusing on youth, freedom, and first love, themes deeply relatable and cinematic.
The Story of Memory
“We kept circling back to the idea of a memory you can almost touch. Once we anchored that concept, everything else fell into place—the visual tone, narrative rhythm, and even the diner scene.”
Behind the Lens with Chronicle Cinema
Max emphasized the importance of having a capable team for a project of this magnitude. For him, the choice was simple.
"Chronicle Cinema is a team I’ve worked with for years," Max noted. "I knew right away they’d be the perfect fit for this project. Filmmaking is a team sport, and Chronicle brings the energy every time."
This team, led by producer Marc Singer and creative director Zach Meiners, had just three days of filming. Their goal was to make the impossible feel effortless. They transformed an abandoned restaurant into a meticulous 1970s-style diner, built a custom process trailer for driving scenes, and choreographed an intricate motorcycle-and-drone sequence.
“Our window for some of those shots was measured in minutes,” Marc explained. “We had firework scenes at dusk, a tight cast schedule, and unpredictable weather. There was no luxury for second chances. Preparation and flexibility were everything.”
The drone shots posed significant technical challenges. “Andrew Nice flew from the front passenger seat while we trailed the motorcycle,” Zach explained. “It felt like no one breathed the entire time. But he nailed it, and it was beautiful.”
The Role of Creativity and Technology
While most visuals were captured practically, Max introduced an innovative tool: AI.
“We used AI early on to generate concept art,” he revealed. “It helped us visualize mood and tone before we even reached the set. It was a springboard — not a crutch.”
Zach remarked that “AI ensured everyone understood Max’s vision, aligning the band, record label, and our team with the desired look. Max set the bar high, yet the cast and crew rose magnificently to the occasion.”
One subtle yet impactful contribution made by AI was designing a bird that glides during a significant emotional moment, embodying longing and the passage of time.
“People hear ‘AI’ and think futuristic or cold,” Zach clarified. “Here, it was the opposite. We combined it with vintage lenses and in-camera effects, including Vaseline on the glass. This contrast of high-tech and low-fi lent a timeless feel to the video.”
When the video debuted, it generated more than just views; it made headlines.
CBS News labeled it “a long-overdue tribute to a timeless anthem.” Celebrations of its cinematic scope and heartfelt storytelling emanated from outlets in Lynyrd Skynyrd’s hometown of Jacksonville. Comments on YouTube have transformed into a living journal of the song’s impact, such as:
“I danced to this at my wedding and played it at my brother’s funeral. This video brought me to tears.”
“I didn’t think ‘Free Bird’ needed a music video — until now. I’ll never hear it the same way again.”
“Whoever made this — thank you. You did it justice.”
Honoring a Legacy
“Free Bird” transcends mere music. It captures moments in American culture—playing in cars, on porches, at funerals, and graduations. Being trusted to create its first official video is a profound honor for Chronicle Cinema.
“We weren’t aiming to modernize it,” Marc stated. “We sought to honor it — and create something deserving of its significance to so many.”
Zach supported this sentiment:
“Ultimately, we were shaping a feeling. That’s our craft. Whether it’s a rock anthem or a film, Chronicle Cinema strives to tell meaningful stories.”
Max reflected on the project, “I’ve received more personal messages about this video than anything else I’ve ever created. It’s emotional, generational, and meaningful. That’s the goal.”
Chronicle Cinema proudly brings cinematic storytelling to life—whether for legendary rock bands or the next big idea waiting to be told.
Credits
Directed by - Max Moore
Executive Produced by - Max Rose, DJay Brawner
Produced by - Zach Meiners, Marc Singer
Written by - Max Moore, Alex Moore
Director of Photography - Cody Duncum
Production Design by - Sally Wegert
1st AC - Brad Wagster
Drone & 2nd Cam Op - Andrew Nice
Editor & VFX - Max Moore
Gaffer - Zach Erwin
Key Grip - Jeb Schilling
Key Grip - Bobby Spalding
BB Grip - Austin Koester
BB Grip - John Ricketts
BB Electric - Milo Martinez
Set Dresser - Eric Spurgeon
Wardrobe Stylist - Jo Hall
HMU - Kelley Scott
Production Assistant - Caio Silviera
Production Assistant - Robb Nolasco
Colorist - Ducan Salot, Post 237
Lead Man - Mike Seely
Young Man - Cameron Cousins
Young Woman - Lindsay Cousins
Extras - Evan Fowler, Lead Outlaw, Gracie Taylor, Sam Current
Motorcycle Double - Tony Renner
Motorcycle Wranglers / Bike Owner - Jon Renner, Wendle Renner
Director Rep - Jen Herrera
Commissioner - Steve Gottlieb
Label - UMe
Executive Produced by - Tuff
Produced by - Chronicle Cinema
Special Thanks - Michelle Moore
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