Director duo Us, aka Christopher Barrett and Luke Taylor, animates hundreds of custom-cut records for Benga's "I Will Never Change." The records accumulate as the track builds over time, creating a mesmerizing physical volume that develops in parallel with the music.
In a post about the music video, Creative Review shares some behind-the-scenes images and explains that the team actually shot the video in reverse:
The first task for the pair was calculating exactly how many records per second would be needed. The process of readying the vinyl for filming took seven full working days, which including measuring and cutting each individual piece, as well as hand labeling, numbering and then finally polishing.
"To animate the wave form, we built it and then carefully removed each individual record. This had to be done very gently as any shift in the position of the sculpture would result in the failure of the animation and as we had to literally destroy each piece of vinyl to get it off, there was only one chance to get it right. Once the sculpture was finally built, the animation process took about 30 hours.”
For more videos by Us, visit http://www.weareus.co.uk/.