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Project Name: AFTRMTH EP
Client: RAY CARLOS MOLINA
Project Type: Music Video
Brief: TO CREATE A MUSIC VIDEO CONCEPT FOR THE RELEASE OF HIS DEBUT EP AFTRMTH.
AFTRMTH inspired us to create something that expresses the themes of time passing and time healing.
CLIENT’S [PAST]: CLIENT’S HISTORY
Ray Molina is an American artist, composer and producer who differs through the varied musical genres he adopted in his most recent compositions. His music is influenced by electronic genres such as progressive, melodic, organic and deep. Ray uses a combination of them to obtain what we today name IDM (Intelligent Dance Music). His music is powerful and experimental; it will lead your mind to specific thoughts and emotion, provoking feelings.
OUR [PRESENT]: THE CHALLENGE
After some discussions with the client, we managed to understand what the EP means for him. The AFTRMTH EP is not just a simple album, but in fact it’s more as a label for it’s music production debut and is marking the start of a new era for him, the one where music touches another level: composing and producing. The music is inspired by Ray’s past and the way the pandemic influenced his emotions and mind.
FOR THE [FUTURE]: WHAT WE DID
Setting the video mood:
The video highlights the beauty of time passing. The statue which can represent the human body is just a tool in this hourglass named life and the only things that make a body alive are the heart and mind which are always connected. With them working, no matter what things our body encounters, we manage to overcome any obstacle that life puts in front of us.
Inspired by the Kintsugi, the Japanese art of putting broken pottery pieces back together with gold, we recreate this on our statue to highlight the inner beauty of something broken. The name of the EP inspired us to create something that expresses the themes of time passing and time healing. To make everything more organic and dynamic, we added the ivy to strengthen the idea of death and rebirth in the aftermath of certain events. After that, Ray had an amazing idea to add the black lilies which give the composition a pure and emotional vibe.
THE PROCESS:
// We looked for a statue model and found one that represented the old times, while giving us enough space to build the scene around it.
// We combined that with a heart model, with golden veins and beating at a steady rhythmic tempo, synchronized with the kick line from the tracks.
// The lilies were manually made and animated to open and close on the rhythm of the tracks.
// The lighting is a 4 point lamp system, with slight variations on the light color and intensity, so that it gives an authentic and realistic feel, but nothing crazy or special about it. I think the key point in the lighting setup was the volumetrics – we set up an atmosphere in which the whole scene was “shot”, giving it a sort of mysterious aesthetic.
We believe in achieving clarity through creativity and when it comes to digital communication, both businesses and people are more driven than ever in taking action and inspiring others to do so.