PromaxBDA: The 'Videophonic' session

Posted By Ken Carlson on June 14, 2012 11:09 am | Permalink
Enthusiastic crowds greeted the world premiere of nine music videos created by nine  leading design studios today in Downtown Los Angeles as part of the "Videophonic" session at the 2012 Promax/BDA Conference. All Videophonic music videos featured music that had not been previously given a music video treatment. The concept was the genesis of Big Machine's Creative Director Steve Petersen who says he, "just wanted a platform to allow  traditional rivals an opportunity to collaborate and create something  really unique."

LA-based Roger quickly signed on and offered logistical support and help bringing on additional participants. The final list of participants included companies from across the US and one international participant: Big Machine, Roger, Pistolera, Radley, Royale, Space Junk, Wildlife, Third Eye Design and Tennant McKay from South Africa.

Big Machine's Sean Owolo said, "It was exciting to be involved with this many creative minds and see them perfect their craft." All of the participants were free to pursue their creative as they saw fit with the only constraint being that they use a song which  had no existing music video.

Each of the studios approached the assignment with a unique point of view resulting in an eclectic mix of styles and technique:

Studio: Big Machine 
Song: "I Feel Love" by Donna Summer (BMG mix) 
Presenter: Steve Petersen, Creative Director 
This live-action video featured body-painted actors animals evading a hunter in a forest. The director, Steve Petersen, explained how the non-specific lyrics in "I Feel Love" allowed for an open-ended  interpretation of the song. The director described the video as a heroic, survival-driven love story.

Studio: Roger 
Song: "Dancing Machine" by The Jackson Five (Loud N Clear Remix) 
Presenter: Terence Lee, Creative Director 
This live-action video featured cardboard robots dancing at a high school  prom. Terence Lee, Creative Director at Roger, described the video as a  homage to '80s flicks such as "16 Candles" and "The Breakfast Club." Roger collaborated with students at Cypress College to create the cardboard robots.

Studio: Pistolera 
Song: "Black Sabbath" by Black Sabbath 
Presenter:  Ryan Bosworth, Director 
This live-action video featured a  multi-dimensionally dysfunctional couple set in a modern, mostly white  futuristic home. Ryan Bosworth, the director, told the audience he was  looking to create something with beautiful visuals that had a dark story  line.

Studio: Third Eye Design Group 
Song: "Bad Moon Rising" by Creedence Clearwater Revival 
Presenter: Manny Gonzalez, Creative Director 
This  all-CG video was executed in the style of orthographic projections with  clever line-by-line visual interpretations of the song lyrics. Manny  Gonzalez, Creative Director at Third Eye Design Group, said he was  inspired by all of the 2012 end-of-the-world hysteria.

Studio: Tennant McKay 
Song:  "In a Landscape" by John Cage 
This all-CG video used striking landforms  transposed with angular and multi-color design elements in synch with  the music to create a surreal video and audio experience.

Studio: Radley 
Song "Can't Get Next To You" by The Temptations
Presenter: Kurt Spencer, Creative Director 
This  hybrid live-action/CG video combined a contemporary version of The  Temptations in lyric-inspired situations inter-cut with choreographed  dancers. Kurt Spencer, Creative Director at Radley, said his initial interest in The Temptations was formed at an early age when he visited  the Henry Ford Museum in Detroit, which featured a display with The  Temptations dance steps.

Studio: Royale 
Song: "Evil" by Howlin' Wolf 
Presenters: Andy Lyon, CG Supervisor and Jonathan Kim, Art Director 
This all-CG video featured high contrast white on black "scratch board"  imagery set to the lyrics of "Evil" by Howlin' Wolf. Andy Lyon, CG Supervisor at Royale, told the audience that they wanted to create a video that felt more analog than digital.

Studio: Spacejunk 
Song: "Bonnie and Clyde" by Serge Gainsbourg and Brigitte Bardot 
Presenters: Jeff Boddy and Mike Beaumont, Creative Directors 
This live-action video features the final moments of the outlaw couple Bonnie Parker and Clyde Barrow. Jeff Boddy and Mike Beaumont, Creative  Directors at Spacejunk, explained to the audience that their video was  inspired by a poem written by Bonnie Parker herself before the couple  was shot. The video features ultra high-speed cinematography inter-cut  with the footage of Bonnie & Clyde.

Studio: Wildlife 
Song: "Give Me Danger" by Iggy and The Stooges 
Presenter: Scott Friedman, Creative Director 
This  all-CG video is a psychedelic trip through space and time. Scott  Friedman, Creative Director at Wildlife, told the crowd that video was  influenced by the visceral power of Iggy Pop and explores the power of  memories and the escape from those memories. 

Ken Carlson is the Co-Founder/Creative Director of Big Machine ( in Burbank, CA.