MTV came to us with a great brief: to create a bespoke projected music video onto Glasgow’s City Chambers building for Labrinth’s comeback single ‘Let It Be’.
Teaming up with the City Council and its WW1 remembrance projection, MTV saw an opportunity to wow a large live audience as well as its huge online social media fan-base whose eyes would be on Glasgow in anticipation of the European Music Awards.
Using the architecture of the ornate building to communicate the idea that Labrinth himself is the master conductor of a light show across the facade of the building, we designed an audio reactive animation in sync with the song.
The track itself is big and bold with layered instrumentation and we wanted the visuals to complement the crafted production. We shot Labrinth in a green screen studio and used his performance to drive the animation as it builds up in layers, culminating in an impactful 3D visual spectacle at the heart of the build up to the EMAs.
Client: MTV Networks
Creative Director: Jody Malam
Head of Creative & Marketing Management: Laura Pye
Production Co: Found
Account Director: Sarah O’Connell
Producer: Joe Binks
Creative Director: Marcus Moresby
Live Action Director: Mike Sharpe
DOP: Franklin Dow
Projection Technology: QED
Additional Sound Design: Altitude Music