TRULY MADLY: WATCHBOYZ

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Motion Graphics. Animation. Creative Direction.

Client

AIB Vigyapanti

 

Direction

All India Bakchod (AIB)

Devanshu Singh

 

Animation Visualiser

Mihir Lele

 

Animation

Mihir Lele

Hrishikesh Deshpande

 

Music

Karan Malhotra

 

Brief

 "Watchboyz" is a music video for the dating app, Truly Madly, by AIB's brand wing- AIB Vigyapanti. This is a fun, light-hearted song about  a boy- band comprising of four watchmen, taking subtle digs at the society for being sexist and judgemental. Through its lyrics, the song promotes freedom of speech and expression, for the women in our society.

I proposed the idea of introducing some colorful animation to this video, making the content more lively. The brief was to enhance the video with animation and not let it seem slow paced.

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Process

We had a total of 10 days to finish the animation. I took about 3 days to lock the treatment style and come up with elements to add in the frame. Along with fellow animator, Hrishikesh Deshpande, the animation was completed in the next 5 days.

I composited the animation for the remaining 2 days.Each visual had to compliment the frame and we had to be careful about not over doing the animation. The animation process was traditional 2D hand drawn on flash, and composited on After Effects.

Since the project was not shot for animation to be done above it, it was twice as hard to pull this off. But the project was well received post the animation, by the agency, the client as well as the audience. It has garnered praise across social media, for the message it conveyed as well as the visual treatment.

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