Strap in and prepare for take-off as we transport you on a mind-bending visual journey, through a Saul Bass inspired graphical universe, in this animated music video for Bastille.
When Nice & Polite took inspiration from the 1960’s classic poster styles of Saul Bass, and then asked us to put a modern twist on it in an animated music video for Bastille, we got very excited.
They wanted to create a contemporary and credible music video animation for Bastille’s new single ‘Hangin’, with the concept of a man falling through a hypnotic animated space, brought to life using modern animation and illustrative techniques.
The overall aesthetic of the piece originally had character designed up in silhouette form, similar to that seen in Hitchcock’s ‘Vertigo’ posters and the opening credits of ‘Mad Men’.
Alfred Hitchcock’s ‘Vertigo’ movie poster
‘The Maze Runner’ movie poster
Nice & Polite then went on to describe the animation of the character and provided concepts and storyboards that showed us the graphical and illustrative approach they were looking for.
They wanted to stick to the red, black and white colour palette, which they said “would breathe a breath of freshness to the video”.
Animated music video concept
Animated music video storyboards
Graphical line drawings, geometric shapes, patterns, and prints would be the key backdrop that the animated character would constantly be falling through. The aesthetic of these being slightly distressed to mimic that of screen printed textures.
The edit would play out from different perspectives of the character falling – with the backdrop acting like a parallax, that warps and changes perspective throughout, which would act like a hypnotic, optical illusion style anchor for the video.
Falling past a wall of moving lines
Falling through a field of leaves
Falling passed animated geometric patterns
Falling passed a spiral that turns into a staircase
Falling through a maze
leaves blow the character away
A hand comes and bursts his bubble
A graphical representation of a windy city
Our frame-by-frame character animation tests proved long and laborious. Time was not on our side so we used a 3D character that was ready for animation instead.
The pacing of the video was key – with the pace of the video building and dipping with the music – making sure the attention of the viewer was kept throughout.