“Chance The Rapper – ‘Sun Come Down’” :30
“The creative constraints of this campaign are simple: a pair of animated lips sings an a cappella version of an artist’s single. We’ve done a dozen of these, and we love the creative challenge of this campaign, which lies in finding an execution that reflects the artist’s style or spirit. To bottle Chance The Rapper’s flow, we went with a fluid, liquidy, graphic style achieved with old-school cel animation. We employed additional techniques—for example, making a rig for the ray lights in After Effects—to create this signature look. The imagery is Chance’s world: vinyl, cassettes, microphones, turntables and his iconic hat. The song is about what would happen after Chance’s death, so we resolved the animation with a shot looking up at the moon and the Chicago skyline from the point of view of someone lying in a hearse, the heaviness softened by poetic lyricism.”