American Hi-Fi “The Art of Losing” music video animation
Brand New School, Santa Monica, California, 2002
Description
For this video, director Chris Applebaum took the band to Hays, Kansas, threw a party at a fan’s house and let the cameras roll. To enhance the self-made, back-to-the-roots punk-rock attitude, he asked us to design five segments made to look like a high school student’s scrapbook come to life. The animation pieces show the flying tour bus landing in Kansas, introduce the band members and go on to interpret the lyrics and explore rock ’n’ roll iconography. For all of us, it was a fun trip down memory lane.
Collections:
AIGA 365: 24 (2003)
Discipline:
Motion graphics
Format:
Animation, Motion graphic
Credits
- Design firm
- Brand New School
- Creative director
- Jens Gehlhaar
- Designers
- Saiman Chow, Jens Gehlhaar, Ben Go, Mark Kim, Tim Koh, Arya Senboutaraj
- Animators
- Mark Kim, Han Lee, Arya Senboutaraj
- Producer
- Lane Jensen
- Music
- American Hi-Fi
- Clients
- Chris Applebaum, A Band Apart
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