Cat Velez - 19th Nov 2015

Mixing digital animation techniques with hand-made, painterly aesthetics, M-I-E have created these lively, eye-catching visuals for Elton John's uplifting new single Looking Up.

The video is made up of rhythmic brush strokes, shapes and patterns which coalesce into some of Elton's famous outfits and looks down the years.

M-I-E:

"It’s always hard to know what the exact reaction is when submitting a treatment. The best thing is to hear that the commissioner wants to talk about it, which usually means you are the frame. In this case, we heard from Ailsa Robertson (the commissioner) and she said Elton’s creative director wanted to come in and “get a feel for where the real work is done”. This made us feel very confident and obviously, we did win the job. His feedback was to get Elton into the video as much as we could but in nice subtle ways, nothing too obvious.

"We were given the password to Elton’s photo archive and we just we looked for the interesting, iconic outfits, always thinking how that costume may look as a piece of modern art. There was a lot to choose from. It wasn’t really research as it was so much fun!

"The biggest challenge was finding a way to best encapsulate the musicality of the track. There is a fine balance between abstract and literal and we needed to depict just enough for people to get the idea without spoiling the visuals, while keeping it closely tied to the musicality."

PRO Credits

Credits

DirectorM-I-E
Production CompanyGood Egg
Executive ProducerJohn Hassay
Executive ProducerJulia Reed
3D AnimatorKevin O'Shea
LabelVirgin EMI
CompositorRob Phillips
ProducerM-I-E
DesignerYukai Du
CommissionerAilsa Robertson
CompositorJohn Wilkinson

Cat Velez - 19th Nov 2015

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