Get On With It

72andSunny + SSSR = Zune

So minutes after my last post, I became rather curious about the SSSR animators and decided to explore. Just like that I found out that the wise folks at 72andSunny in Los Angeles had felt so engaged with SSSR's talent that they had them do a bit of a brand film for Zune. Great stuff.

not so Subtle mixed media

    Here's a great creative project that I saw the other day. It's a trilogy of music videos from the group Subtle. It was animated by a Norwegian-Japanese collective called "SSSR." What I love so much about this style is that it combines computer animation with raw, hand-drawn materials.

    Right now I think so much creative work we see relies too heavily on the computer. It's too polished. While this video challenges my imagination, it's still real. It's raw. I think there's a sort of digital revolution coming where now everyone is beginning to know the tools, but they're beginning to experiment. The technology is also much more accessible and enticing now. Soon we're going to see more things like this. Not with this same look, but we'll see more instances where technology is used to enrich projects rather than manufacture them.

    I can't wait to see more curious combinations. This one gets its unique look from largely black and white images taken from combining drawings, animated models, cut-up film, and 3D computer graphics. With this kind of creative innovation Subtle's "Swan Meat" won best music video at the British Animation Awards 2006