Kaiser Chiefs, ‘Ruby’ music video, features a narrative
story, where a mini city is being built around the band as they perform. The music
video begins with the band performing in the middle of a desert and the city
starts to take shape with various building stages. In addition, the music video included a vast
amount of post-production in order to produce the miniature city. The tiny city
grows through the entire length of the video and completely envelops the band.
The creative work was shared with a number of companies, including Mathematic,
Stylewar and Stink UK.
Mathematic, a Paris based VFX animation and motion design studio,
whom centred on Art Direction, their work extends across commercial
advertisements, broadcast design, brand content, print realms and music videos.
For the music video, Mathematic assisted
in the animation and integration in various shots of the video, especially in
the close up elements which were animate within the scene, in particular the
building scene in the first half of the clip.
Stylewar, is a group of Swedish directors that produce
technically challenging creations. They strive to produce creative freedom in
collaborations with various brands and music artists, while still using their unique
signature style, with a high level of detail and volatile use of colour.
Stink TV UK, based in London is a marketing and advertising
production company, who set out to introduce a unique creative collective to an
international stage. There specialties lie in advertising, film and music videos,
and they draw on various influences with a team of multi-cultural directors.
They aim to produce work that is progressive and challenging, but also fully showcasing
the talent of its directors and clients.
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