BOMBAY BICYCLE CLUB - CARRY ME

THIS WAS A PARTICULARLY INTERESTING PROJECT PRODUCED WHILST I WAS WORKING FOR THE DIGITAL CREATIVE STUDIO POWSTER. IT WAS DIRECTED IN COLLABORATION BETWEEN MYSELF, JAMES SWINDELLS AND STE THOMPSON.

THE MUSIC VIDEO WAS PITCHED AS AN ONLINE INTERACTIVE EXPERIENCE, WHICH COULD BE PLAYED IN BROWSER AND ALSO ALLOWED INTERACTION VIA TABLET DEVICES. TO CREATE THE INTERACTION WE SPENT SEVERAL MONTHS DEVELOPING OUR OWN IN HOUSE INTERACTIVE VIDEO PLATFORM, WHICH WE HAD PREVIOUSLY TESTED ON THE FAMILY RAIN MUSIC VIDEO - REASON TO DIE. THIS WAS A PARTICULARLY AMBITIOUS SHOOT AS WE WERE ESSENTIALLY FILMING 9 MUSIC VIDEOS TO CREATE THE INTERACTIVE ACTIONS WITH THE BAND AND ACTORS. FOR EACH ACTION WE HAD TO ANIMATE THE PEOPLE AS IF THEY WERE STOP-MOTION PUPPETS.

THE POST PRODUCTION WORK FLOW WAS QUITE INTENSE. A TRADITIONAL MUSIC VIDEO WOULD CONSIST OF SEVERAL TAKES OF A SCENE AND YOU WOULD WORK THROUGH THE FILM MAKING YOUR EDIT SELECTIONS. WE HAD THIS PROCESS AND ALSO HAD TO CONTEND WITH SYNCING UP ALL 9 TAKES PER SCENE TOO. THEN CAME THE PROCESS OF CREATING A 3X3 GRID, WHICH IS ESSENTIAL ONCE RENDERED TO ALLOW THE MAGIC INTERACTION TO TAKE PLACE IN OUR CUSTOM PLAYER. ONCE THESE STEPS WERE COMPLETED WE COULD BEGIN THE EDITING PROCESS OF MAKING THE ACTUAL MUSIC VIDEO.

THE FINAL OUTPUT CAME IN TWO FORMATS. THE INTERACTIVE ONLINE EXPERIENCE AND THE STATIC YOUTUBE/VEVO MUSIC VIDEO. FOR THE STATIC EDIT WE COLLABORATED WITH ANIMATORS FROM AROUND THE WORLD, TO CREATE AN OVERLAY OF ANIMATED EFFECTS. WE ALSO UTILISED AFTER EFFECTS TO GENERATE ANIMATIONS SIMILAR TO THE INTERACTIVE EXPERIENCE INTERACTIONS TO CREATE MOVEMENT IN THE SCENES. THE FINAL OUTCOME FOR BOTH WAS A UNIQUE ALMOST HANDCRAFTED LIVE ACTION MUSIC EXPERIENCE.

TO FIND OUT MORE PLEASE WATCH ‘THE MAKING OF CARRY ME’ ABOVE.