Behind The Hits
We were more than honored to have the opportunity to pitch and develop a mini-documentary video for the music band WAR. Formed in the late 1960s, WAR is a fusion of rock, jazz, funk, and Latin music, with a socially and politically conscious message. We needed to create a video expressing the complexity of their songs, as well as the importance for longtime fans and new audiences.
The band has had amazing hits such as “Low Rider,” “Why Can’t We Be Friends,” and “Spill the Wine”, and we wanted to have the opportunity to tell the stories behind these classic songs as well as the band’s formation.
The art style used for this video was based on the unique illustration on the band’s album cover for The World is a Ghetto, alongside the underground comic scene from the ‘70s. This art style also accompanied the promotion for the release of a box set celebrating the 50th anniversary of WAR.
We also included the iconic characters of several series and movies that used WAR songs in their soundtracks, reflecting on the importance of the band in popular culture.
Initially for the pitch, our idea was to change the color scheme throughout each of the band’s different albums. Though, the black and white style ultimately won the fight, being the final pick for a classic look to tie all the stories together.