LAUNDRY! Receives MTV VMA Nomination For Green Days 21st Century Breakdown
Posted in: Industry News‘’This is a great surprise for us, we’re excited about it and a little bit humbled,’’ Richardson says. “This was an incredible challenge for us both creatively and execution-wise, and we’re relieved to know that MTV was paying attention.’’
Director Marc Webb, perhaps best known for his feature film “500 Days of Summer” (2009) and the upcoming Spiderman reboot, came to LAUNDRY! looking to bring to life the iconic look he envisioned, which married the punk influenced stencil art seen Green Day’s ‘’21st Century breakdown’’ album cover, with the decidedly political graffiti style of English street artist Banksy.
‘’Marc came to us with a performance driven idea comprised of shooting the band against a greenscreen and on a Los Angeles rooftop. Marc had some cool storyboards and specific ideas about how the performance and typography of the song’s lyrics needed to sync dramatically,” Liu notes. ‘Beyond that a lot of the visuals were in our hands.’’
To create the look LAUNDRY! integrated Webb’s performance footage, and directed the second unit. They changed the footage to black and white, added an impactful stencil effect, which was then composited together with their own gritty live action footage shot of street life and urban decay. The footage was enhanced further in Adobe’s AfterEffects where textures, environments and sweeping camera moves were added to create the story.
‘’The sheer volume of footage we had to animate in only two weeks was by far the most challenging aspect for us,” Richardson says. ‘’Like most design studios we’re used to working in :30 and :60 intervals, this was four plus minutes of solid 2D animation. It was a challenge for our studio, and this VMA nod validates our effort.’’
In other LAUNDRY! news, the company recently completed work on M.I.A.’s ‘’XXXO’’ music video, as well as new work for HP, Nabisco, Chevy and Levi’s.
About LAUNDRY!
LAUNDRY! is a multimedia design studio based in Los Angeles led creatively by P.J. Richardson and Anthony Liu. Since launching the company in 2006 the company earned a reputation for its wide array of future forward design techniques. For more information contact Executive Producer Michael Bennett at michael@laundrymat.tv. The company is represented for advertising on the West Coast by Michael Di Girolamo of Station Film; Sue Rosen in the Midwest; and by Miss Smith on the East Coast. The Ashy Agency represents them for broadcast.
CREDITS
Client: Warner Bros Records
Project: Green Day ‘’21st Century Breakdown’’
Production: DNA, Hollywood
Director: Marc Webb
Producer: Michael Angelos
Design, Animation & Editorial: LAUNDRY!, Los Angeles
Creative Directors: P.J. Richardson, Anthony, Liu
Executive Producer: Michael Bennett
RELATED LINKS
www.laundrymat.tv
www.mtv.com/ontv/vma/2010/
www.mtv.com/ontv/vma/2010/best-special-effects/
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