“FACE IN THE CROWD”
They also required 15-second portrait adaptations for use in social media stories.
The track itself is packed with energy, so this had to be expressed alongside their minimalistic branding. The band was keen to create something that evoked the excitement of live gigs, as the song was mostly written and recorded during the live music drought of the COVID-19 pandemic.
“Chris helped us with the editing of over 25 videos and we were blown away by the quality of his work and understanding of what we needed. We had a short deadline and Chris worked efficiently with our team to make sure that the videos were delivered on time. He was able to take complex subjects and create visually pleasing videos which enabled the viewer to understand the video subjects. I would not hesitate to recommend working with Chris and hope we can work together in the future!”
Head of Marketing, Stephenson Law
With the energy of the chorus, I opted for a slightly less ‘clean’ look – a distorted space background with chevrons flying at the screen, all through a lens distortion effect for an extra immersive feel.
The lyrics in the verses appear elegantly on screen line by line with a similar glow effect to coincide with the feel of the music, whereas the energy of the chorus is matched with the lyrics flying at the screen.
For the middle eight, I went with a full homage to the retro wave videos we’d taken inspiration from. Framed in a CRT TV and with extra retro/VHS style processing, a grid floor appears, palm trees move towards the viewer and a cityscape can be seen in the distance – all drawn from scratch. The neon chevron is replaced by a classic retro wave sun – in the same rough shape as the chevron.
The video ends with the hero chevron taking place in the centre of the screen as the letters for UPAYA HILLS appear in front, forming the band’s main logo.
• Designing an aesthetic that felt both vintage and modern/minimalist whilst reminding audiences of live gigs (thus making audiences excited to see this band perform live).
• Consistently reiterating the band’s style throughout, contributing to future brand recognition.