A collaboration between DIVISION and Electric Theatre Collective, the music video for Cash In Cash Out for Pharrell Williams took home a staggering ten D&AD Pencils including one of the two Black Pencils awarded this year. To delve into the craft behind this video, Greg McKneally, Co-Head of CG, and Iain Murray, Co-Head of 2D from Electric Theatre Collective join us in an interview with Jules de Chateleux, Co-founder and Executive Producer and François Rousselet, Director at DIVISION.
The VFX team didn’t want anyone to be able to tell whether the video was shot for real or composited with CG, so at each stage they asked themselves, “If we were to shoot this, how would we do it?” The rotating zoetrope platform is therefore based around real, physical rules. Subtle kinks were even added to give the impression of real filming, such as flickering light sources, flares, fingerprints, marks and scratches on the figures. McKneally explains that Cash In Cash Out represents, “the quality of creative execution you can have when creatives, directors and producers are given that bit of extra time.” Chateleux agrees, stating the key to success here was, “trust and time”.
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Explore more 2023 winning work in the D&AD Annual: www.dandad.org/annual/2023
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