MUSIC VIDEO
KEY ART
SOCIAL CONTENT
MARKETING MATERIAL
CONCEPT
NARRATIVE
ART DIRECTION
DESIGN
ANIMATION
AUDIO
UNIVERSAL MUSIC
RUSH
YYZ
MUSIC
Have you ever had the opportunity to work on something you loved since your teenage years? That’s what this video was for us. We were given the opportunity to pitch a concept for YYZ, one of the greatest instrumentals of all time! To create a concept, script, and aesthetic for our own little five minute movie that David had always dreamed of making. And to top it off, the band provided voices for a tag at the end!
However, this is a song that means something different to thousands of people around the world! We had to create something that will satisfy as many fans as possible, and more importantly, something that can live inside the vast universe Rush created in over forty years as a band. Branding plays a role here, and being a fan help us know discern right and wrong when creating. Respect for the lore, design and narrative are pivotal. Always.
Geddy Lee and Alex Lifeson
This may be the only piece of Rush content Geddy and Alex actively participated in, in the past several years. They provided the voices for the policemen, utilizing the same sense of humor that characterizes the band’s concert visuals. No one has more fun than Rush, one of the main reasons they work with us, appreciating our understanding of their sense of humor.
Story
We wanted to do a backward reconstruction of the album cover for the video. Just where are the people on the album cover coming from? We created an elaborate heist story, centered around the framed pictures at the museum. Fans had a blast!
Use of 3D/2D
Technology helps storytelling. We had a lot of car chases-it is a heist after all! Given that we had a mere eleven weeks to produce the entire video; encompassing story, character design, animatic, backgrounds animation, compositing, voice recording, sound design and mixing, we modeled cars in 3D and mask them with cell-shading, making it seamless for the viewer.
Characters
Backgrounds
Props
Animation Process
