Blacklist recently completed work on an animated music video for multi-platinum recording artist, Gotye. The video, entitled “Dig Your Own Hole,” is integral to the live performance of the song during the Australian artist’s North American tour, which kicked off in mid-August.
Blacklist director Saiman Chow helmed the video, designing and animating much of the project himself. Chow, well known for his innovative work for Nike, Rayban, MTV, and Adidas, collaborated closely with Gotye to create a powerful and surreal visual narrative for the song. The video is launching virally on 10/17, and is also currently being used as part of the artist’s live concert performance.
“The video is a visual metaphor about Wally (Gotye’s given name is Wouter) fighting a battle with himself,” Chow commented. “It shows opposing sides and illustrates how some of the key musical hooks and lyrics relate to the visual vignettes, while creating a narrative that encapsulates the core message of the song.”
Executive Producer Adina Sales said, “The collaboration with Gotye was fluid from the outset. He was really accessible and involved throughout the creative process. Saiman was excited to get back to his design roots and focus on creating a graphically strong piece. Wally encouraged us to experiment with a new visual universe and allowed us a lot of freedom to get there.”
Chow worked with a small team of animators and compositors to create the four-minute film, which has a painterly, handmade quality achieved predominantly using cel animation techniques. Depth was added with selective use of 3D and by applying illustrated textures.
“It was the perfect job to christen our new Blacklist studio space," Sales added. "It was a major team effort and a huge labor of love. Saiman poured his heart into this project.”
Source: Blacklist