This video is about addictions, mainly to technology, but it’s open to various interpretations.
Years ago the idea behind technology was to give people more free time from work and give us a better life. So nowadays, with the possibility for the majority of people to have access to electronics and hi tech, is it true that we have more spare time and a better quality of life? Or have we become addicted to the technology that surrounds us everyday and it has suck us into it? But humans get addicted really easily to a lot of things in life and this video is also a metaphor about addictions in general, about being manipulated without even realizing it or without reacting.
This is an audio/visual project where sound and images were developed synchronically from the beginning and where one was guide to the other and vice-versa until final completion.
In order to do this, for director Giovanni Bucci was very important to be involved with writing the track together with sound designer/music producer Marco Morano.
The team came up with the concept and started researching music and visuals that would suit the mood and atmosphere they wanted for the video, experimenting with sound, graphic styles and techniques.
To produce this project many different disciplines and elements were used: green screen, stop motion animation, filming with macro, editing, motion graphics, visual effects, styling, make up, sound design.
Filmed and Edited by
Design & Animation
Giovanni Bucci, Paola Rocchetti
Styling & Make Up
Filmed at Strani Rumori Studio
Audio Design & Music Production by Marco Morano
Written by Giovanni Bucci and Marco Morano
c 2011 Hoxtonlab and Giovanni Bucci Ltd
p 2011 Hoxtonlab and Giovanni Bucci Ltd