Show package produced in partnership with MTV, for the 19th annual MTV European Music Award, broadcasted live from Frankfurt’s historic Festhalle on Sunday, November 11, 2012.
We created and directed a 20 second sequence, and opener, bumper and closer alterations from 2 to 20 seconds length, revolving around a huge Zoetrope, a fast-moving carousel which evokes the illusion of motion through a fast succession of static elements which come to life with a stroboscopic light.
The animated sequence is a journey through time and space, transcending the ancient Zoetrope concept which stems from pre-Christian Chinese culture to our modern global society. A band lives the American Dream, symbolizing the ascent of a basement musician to stardom across the horizontal zoetrope layers. They move from the underground scene to stardom with the help of their fans and social networks, finally reach the top of the carousel and perform at the MTV EMA.
The realization of the main trailer and more than a dozen alterations raised technical challenges and led Sehsucht to finding unique solutions. To be able to create an extremely realistic look, Maxwell Render was chosen as render technology. 3D design was implemented in the character design at an early stage.
The tool Pixologic Sculptris enabled intuitive character work by designing 3D characters and using the models instantly. Animating the elements was a further challenge since the complete zoetrope is a virtual scale model, nothing is faked. Therefore, everything had to work in loops built in 24 single 'sculptures'.
Client & Lead Creative Direction: VIMN MTV World Design Studio, Milan/Italy
Creative Director: Roberto Bagatti
Associate Creative Director: Anna Caregnato
Art Director: James Walpole/Carlos Carrasco
Senior Designer: Giorgio Schwarz
Senior Producer: Cristina Mazzocca
Coordinator: Beatrice Cardile
Production Company: Sehsucht Berlin GmbH & Co KG, Berlin/Germany
Director: Mate Steinforth
Artists: Remo Gambacciani, Helge Kiehl, Florian Panzer, David Weidemann, Christian Zschunke
Producer: Christina Geller, Christian Jacks
Music: Nikolai von Sallwitz, Sound Architecture
Cinema 4D, After Effects, Maxwell Render, Sculptris
Agency: Global Natives
Production: Giant Ant
Music: Giant Ant
Global Natives brought us in to help craft the story of Lumos as part of a re-launch they were orchestrating.
The story is voiced by Lumos founder J.K. Rowling and aims to shed light on the issue of childhood institutionalization in Europe.
A visual piece by Michael Zoidis & Jodie Southgate, exploring the hazy slow-building ambient piece 'a2' by Ólafur Arnalds & Nils Frahm.
"For the video I cast my mind back to an old chemistry set I had when younger and experimented with some milk, food colour, vinegar and a macro lens to create a visual piece to accompany the music. The results were unexpected. I was rather pleased with some and I wanted to share them with you." - Michael Zoidis, director
"An ambient track that wraps itself around your synapses like balm as they've been dwindled by the unavoidable daily contact with Skrillex and PSY." - Noisey Video Premiere