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Hornet Directors Moth Team With Sigrid To Express Heartache In Animated "Focus" Music Video

By

Robert Goldrich
Tuesday, Jul. 10, 2018

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Island Records and singer/songwriter Sigrid approached Hornet studio directors Moth with the idea of creating a music video that dealt with heartache in an unconventional way. To contrast the sweet and sensitive nature of the song “Focus,” Moth came up with the concept of a bold, frantic, yet tender landscape that would allow them to explore the experience of heartbreak through a series of bodily reactions.

In this landscape, memories inhabit organs like the heart, brain, gut, and eyes. Over the course of the animation, we see the organs struggle with these memories, twisting, turning, compressing and fracturing to expel them from the body. However, by rejecting all these experiences, good and bad, the body is damaged.

At the climax of the track, a decision is made to reinterpret these memories and absorb them back into the body; color and life flow back into the organs, turning heartbreak into an experience of growth rather than defeat.

Starting with a range of colors now associated with Sigrid’s bright and bold aesthetic, Moth created different “worlds” for each organ, employing various animation techniques and software to give that part of the body its own look and feel.

Credits

Client Island Records/Sigrid Charlie Drinkwater, producer; David Knight, video commissioner; Charlotte Birch, marketing manager. Production Hornet and Moth Studio, Produced, directed and designed by Moth Studio; Russell Etheridge, 2D animation/3D animation; Bianca Beneduci Assad, Mattias Breitholtz, Alex Grigg, Mick O’Sullivan, Stephen Vuillemin and Moth Studio, 2D animation; Jason Pamment and Moth Studio, 3D animation; Daniele Baiardini and Moth Studio, compositing; Charlie Drinkwater, producer. Toolbox: Photoshop, Flash (Adobe Animate), TV Paint, After Effects, Cinema 4D

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