THE BRIEF AND OUR APPROACH
As a standing client and continual collaborator, ex-Powderfinger guitarist Darren Middleton approached SIRAP to produce a motion concept for the 'One Thing' music video release. Darren required a motion product that communicated lyrical elements of the track in a determinedly stylised and abstract approach.
The crux of the concept was to treat the body as a canvas; a collage of art. Interacting with different textures and stimuli, the process emulated the body & soul's journey through the passage of life - finally revealing Kuuvesi's multi-textured marker illustration.
Investing in development and collaboration with fine artist Kuuvesi and director Ella Bancroft, the result was a multi-layered motion artwork.
The video has been broadcast on Australian national television while receiving praise from the local and international audiences.
Powderfinger were an internationally acclaimed Australian rock band with multi platinum record status. The band received eighteen esteemed ARIA Awards between 1992-2010. Darren Middleton was Powderfinger's lead guitarist and has since launched his successful solo journey.