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Heresy’s Les Umberger Sparks Sidewalk Dance Party for L’tric

Umberger amplifies live-action storytelling with dynamic effects to create a uniquely energetic visual extension of the music.

Venice Beach, CA -- Venice Beach, CA-based creative content studio Heresy director Les Umberger ignites a contagious florescent dance frenzy on an ordinary suburban sidewalk in the vibrant new video for Australian duo L’Tric’s track “This Feeling.”

The video infuses a 90s dance vibe with a dose of small-town charm, finding a young man eagerly recording the new track on his boombox. The jam immediately sparks a dance fever in his conservatively-dressed father as he is leaving the house. The sidewalk dance party continues as two young women join in, seemingly unable to resist the infectious beat, leaving our young man in awe on the steps nearby. Steams of florescent light begins to flow from the movement of their limbs, escalating to an explosion of color that sprouts from their necks. Shocked, the young man hastily turns off the music, immediately halting the sidewalk action and scattering the trio of dancers, with the boy’s father insisting, “Don’t tell your mother about this.”

With a background as both a director and a visual artist, Umberger amplified the live-action storytelling with the dynamic effects that created a uniquely energetic visual extension of the music. With a clear vision in mind, he crafted a bulk of the visual effects himself, working with a nimble team to maintain the highest quality in every shot. He created the concept from scratch, working closely with Capitol Records and L’Tric to fine-tune the overall create approach and storyline.

“It was really fun to work on this music video, but the most enjoyable part for me has actually come after the fact on this one,” Umberger notes. “I love watching people’s reactions the first time they see it. It’s quite satisfying seeing the surprise wash over them when the first head explodes.”

Source: Heresy

Jennifer Wolfe's picture

Formerly Editor-in-Chief of Animation World Network, Jennifer Wolfe has worked in the Media & Entertainment industry as a writer and PR professional since 2003.