Here’s a lil project that never saw the light of day. In the interest of never letting good ideas die, we’d like to share them with ya’ll. Roger was tapped to create a series of webisodes to promote the release of Ladytron’s album, Velocifero.
It was an interesting process from the get go. We had an initial call with members of the band who told us to go wild. They had some initial thoughts on tone and broad aesthetic suggestions but really kept it open creatively. One interesting reference they had was to a dream sequence in the animated film Watership Down.
The overall tone of the movie is pretty dark. Which to us seemed like a welcome change to the work we usually produce. We felt the need to flex our emo muscle…(its the tear duct).
In our first effort we pitched the idea of having four vignettes strung together with a loose narrative. The over-arching theme was the idea of escape from the industrialization of the world. Our main character is a young girl who changes between animal forms in order to outrun the big bad notion of Industry. In various vignettes, Industry is depicted as a polluted sludge monster, an industrial tornado or a wave of destruction much like the Nothing in the Never Ending Story.
In this direction, we incorporated the work of Eli Sudbrack. He is a Brazilian born artist who created the album art for Velocifero.
Ladytron gave us a whole bunch of stills from the album cover shoot and told us to go wild. In the end they decided that the vignettes should tie closely with the actual look of the album. So we came up with a few different styles with motion tests and pitched it.
Motion Test 01
In this last direction we focused solely on two images from the album cover. We had clear direction from Ladytron who wanted the characters to, “look around and twitch for awhile”. In order to make this happen we cut out some big cardboard faces and strapped them to our heads. We filmed ourselves twitching around for a bit and then took it in to the comps and traced ourselves being silly. Though in some upside down creepy girl face and voila! First interstitial done!
In the end they decided not to do such an extensive viral campaign and opted to make a simple site and release a Joseph Kahn directed video in the normal fashion. Pity, we would’ve loved to share this with everyone. Maybe next time.
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