Music Video - The "Big God" Example

We were approached by Burrito Bookers, a band management agency to create music video for one of their upcoming hard rock bands, D’ANGLERZ. Our challenge was to create a piece that would not only showcase the band performing the music of a specific song, but also to create a recognizable identity for the band itself. It was important that this image was one that would stand out from a crowd of tired clichés and rock marketing positions in the rapidly changing environment of the music industry today. To make matters even more complex, the main message of the musical piece was not a standard rock message. Instead, it is one of existentialism crossed with gut-hitting hard rock.

To address the challenge, we created a working theme of contrasts. By juxtaposing images, tones, musical elements and fine details, we hoped to not only grab the viewer’s attention— but also to maintain interest for repeated viewing.

Starting with the raw materials of the band, we intersected the performers with gritty details from the natural world. From here, we expanded the theme of contrasts to include raw emotional imagery that would intentionally leave the viewer unsettled. But because the work needed to connect with a very broad audience, we also brought in familiar elements—dreamy sequences, abstract water movements; psychedelic passages that recall films from the 70s golden age of rock.

To underscore the connection of the visceral emotional elements with the egalitarianism of the new musical age, we opted to shoot the entire video with an iPhone4. We further degraded the footage and enhanced stark contrasts in post production. The message: we are all under the same bleeding sky, under the same Big God.

Production lasted four days in July 2011. It was shot in Geneva (Salève) and Zurich. Post production was done using Adobe Premiere Pro CS4. The video will be released concurrently with the release of the Monster Magnet Tribute CD and single for the song in August 2011.

VIEW VIDEO: http://youtu.be/yWR9u3kXv6o