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Major Lazer “Light It Up” Music Video / AICP Reel Re-Mix

Director: Rupert Burton          Client: AICP

Method’s design team created the film that opened the 2016 AICP Show, developing the concept of a character that embodied creativity; dancing avatars created with procedural art. Artists developed 50 texture effects and custom algorithms to execute them and a CG environment with lighting and camera setups and textures. The film was then re-cut to a new track, Major Lazer’s “Light it Up” and posted online, where it garnered 100M+ views, drove downloads of the song and views for the artists, and went on to be recognized with awards, significant media coverage and re-posting worldwide.

 

Creative Director: 
Jon Noorlander

Art Director: 
John Likens

 

 

Producer: 
Adrienne Mitchell