Christopher Barrett and Luke Taylor of Us, a multi-disciplinary design & direction studio, created this awesome music video for Benga’s latest single, I Will Never Change.
The video recreates the actual wavelength for the song using 960 individually cut pieces of vinyl. Check out Christopher and Luke’s description of the creative process that led to this video:
When we were asked to pitch on the promo they sent us the track as a ‘Soundcloud‘ link, we usually get it sent as an MP3. For the first time we were not just listening to the track we were also watching it. There was something mesmerising about this in its simplicity.
This ignited the idea to create a real life three dimensional waveform. We started to think about the fact that a vast amount of our music is consumed online and has lost a sense of physicality this lead us to the idea of using vinyl records. We also loved the way it related to Benga as an artist who’s background comes from using records as a DJ or producer.
The maths worked we would need 960 records to create 1 minute and 20 seconds worth of wave form. Each one had to be individually cut to a specific size, hand labeled, hand numbered and then finally polished. This prep took 7 full working days and then the animation process took around 30 hours. [Source: WeAreUs.co.uk]
Check out the video below along with behind the scene shots of the making of this video.
“To animate the wave form, we built it and then carefully removed each individual record. This had to be done very gently as any shift in the position of the sculpture would result in the failure of the animation and as we had to literally destroy each piece of vinyl to get it off, there was only one chance to get it right. Once the sculpture was finally built, the animation process took about 30 hours.” [Source: Creative Review]
About Us Studios
Us is a multi-disciplinary award winning design & direction studio, whose work covers directing music videos/commercials, brand identity, printed literature, advertising, installations & web design/build.
Us consist of Christopher Barrett and Luke Taylor they met whilst studying at Kingston University on the BA Graphic Design course. Their first successful collaboration came whilst at university when they directed a music video for Thom Yorke as a part of the D&AD awards which went on to win first place. In late 2007 fresh out of university they formed Us.
2011 saw them receive the award for Best New Directors at the UK MVA’s and Best Urban video for Numbers In Action.
If you enjoyed this post, the Sifter highly recommends: