Kevin Rudolf Ft. Flo Rida "You Make The Rain Fall"
Channel: Stash Magazine
Date: 2014-04-11

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Music Video 2:56
Record label: CASH MONEY RECORDS
Director: ALEXANDRE MOORS
Production: HELLO&CO
Animation: LIFELONG FRIENDSHIP SOCIETY http://www.lifelongfriendshipsociety.com

Travis Spangler (CD) and Mark Phillips (animation director) Lifelong Friendship Society, Brooklyn: "The main creative challenge was to not just copy a live performance in stop motion, but to add a layer of interest that helped propel the lyrics and music into the visual. 

"We did this by allowing for some free form micro storytelling for each verse. We repeated the theme of rain, and water, and deluge in various parts of the video to give it an over-arching theme. We also began and ended the video in a similar fashion to round it out. 

"The other central challenge was to keep it feeling handmade. There is software that can, and has been used to, do the same sort of thing. We even did some tests in Maya and After Effects to give a sense of where this could go. In the end we all decided that if there wasn't a sense of improvisation or 'jam' then we really would just be emulating the perfection of software. Conversely if we headed too far into the realm of quirk and craft, we understood that we would not be doing justice to Kevin Rudolf's and Cash Money's image. This was the line to tread. 

"The main technical challenge was deciding on the best way to accomplish the video within the time allotted. There was a week of testing and re-configuring to get the best production pipeline up and running. We eventually settled on using Dragon software and a pair of Canon 7D cameras mounted over a flat black work space. We improvised tools to aid in the movement of well over 1,000 plastic and metallic beads and Swarovski appliquÃ© gemstones; fingers just didn't work!"

Schedule and team size: "Three weeks start to finish, running night and day shifts that employed 22 animators in total."

For Cash Money Records Commissioner: Jeffrey Panzer

For Hello&Co Producer: Brian Welsh Director: Alexandre Moors Rep: Jamie Kohn-Rabineau @ HELLO!

For Lifelong Friendship Society EP: Dan Sormani Producer: Bridgette Spalding CD: Travis Spangler Animation director: Mark Phillips Animator/compositor: Sid Seed Animators: Abbey Luck, Ly Ngo, Dave Pietricola, Joe Maruca, Luke Rotzler, Melissa Goentoro, Leah Kang, Animesh Dwivedi, Brooke McDaniel, Candice Aquino, Victoria Grant, Espen Friberg, Jordan Bruner, Alexis Wuyts, Andi deSaro, Louis Prandi, David Lucido, Matt Andrews, Makiko Fukaya, Sidney Shin

Toolkit Motion, two Canon 7D cameras, After Effects



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