Directing duo JonJai deliver their fourth promo for London electronic band BOXES and once again, think outside of the erm, box. Entirely animated and built from scratch over a couple of months on a tiny budget, the video follows the loose narrative of an abstract journey of a used, empty, discarded cardboard box - on the eve of it being scrapped. "Expressed through this animated journey we wanted the video to have very distinctive stylistic sections that still flowed seamlessly in to each other - each with its own exciting and visually arresting aesthetic" explain the duo. "We wanted people to watch the video and revel in the visual experience and appreciate the fantastic, visually stunning animations and evocative imagery that Elliot (Howard, 3D artist and motion GFX) has tirelessly constructed to match the emotions and ebbs and flows of the great track. "We can't stress enough how hard Elliot worked on this immense undertaking and how pleased we are with the variety and quality of his work".
Jimmy Brown - 27th Mar 2013