For the release of two G-Eazy tracks, we have worked with Deltree to produce two music videos for the rapper and songwriter.
G-Eazy was described by Rolling Stones as “a chiseled, slick, Fifties retro-rebel from a Lana Del Rey video.” We wanted to develop videos that kept with this enduring feel, yet presented something unexplored for his image with animation.
We created a lyric video for “You Got Me” and an animated music video for “Sad Boy”, both tracks from newly released “When It's Dark Out” album. The “You Got Me” lyric video, slathered type expressively over smooth b&w live action footage. For the “Sad Boy” animated video, ABA collaborated with Oakland based illustrator, Joonbug. Pairing smoky charcoal and ink illustrations, “Sad Boy” keeps to the rapper’s aesthetic and has grossed over 2.5 million views on YouTube.
This lyric video was the first project did for G-Eazy with Deltree. It was a challenge to create a style of animation for the text that had organic edges and feeling but would still fit our production schedule. Ultimately we took the time to break out each letter and hand brushed away the text to create the appropriate sequence of brush storkes. The end result was a crisp organic finish to the text entering the screen. We also developer custom paint lines to serve as organic design elements that fit the font. This created a style that fit with the raw G-eazy feeling and purposeful design.
For the Sadboy Video we worked with Oakland based illustrator Joonbug. He provided us with all the illustrations for the video we then went in and cut out all the necessary pieces and rigged the characters and pieces. Next we animated the pieces and added in dynamic backgrounds and layovers. It was a fresh take for us to work with some one else's art assets. We got to collaborate and throw ideas back and forth creating a dynamic approach and a unique end product. Below are some examples of the Assets we received and the animation that they ultimately turned into.