Groove Armada Lover 4 Now music video
0804 Groove Armada Lover4now Still 2.1.1.png

Posted on Friday, August 28, 2020 Leave a comment

The Dutch director Fons Schiedon, who lives in New York and who graced the cover of Stash 15 with his crazy MTV Asia ID, creates a far quieter and more contemplative mood in his new video for the English electronic duo Groove Armada.

Fons Schiedon: “The video shows the long-distance relationship between a cat named Cosmo and a dog named Mio. They live in houses that show no sign of human life, use the contents of the refrigerator and pantry and find companionship through video chat.

“I was writing treatment when New York shut down to treat the coronavirus outbreak. The city remained incredibly quiet for weeks, except for the frequent noise of ambulances. The video opens with an audio recording of this soundscape from my roof.

“With the isolation of a small apartment and my improvised studio, which has now been squeezed into a corner of the bedroom, the gloomy future scenarios have simply written themselves.

“But seeing this through the eyes of an animal that was more aware of the present than worried about the future seemed like a more hopeful, joyful corner.

“The video was originally written as a 2D animated, hand-drawn film using 3D backgrounds. As with most productions, I imagined I was working with character animators.

“But in the storyboarding and look development phase, I was very interested in the idea of ​​using multiple camera angles. The presence of technology in these homes only made sense: security, pet, and nanny cameras, as well as tablets and computers.

“I liked the idea of ​​all of this camera stream continuing for no purpose until the battery runs out. I was also a bit obsessed with this software called Blender, which I had previously only used for production support tasks. The quarantine provided an unusual deep diving opportunity that is normally not possible.

“So in the end I animated it myself. The video was created in 3D in Blender, which also has a clever 2D animation interface.

“The community around this software is pretty amazing and very helpful as I've had to find out a few things over time. I don't know if that's been a good metaphor for the past few months – I'm working in isolation on something that is supported virtually by others. "

Groove Armada Lover 4 Now Music Video | STASH MAGAZINE

Groove Armada Lover 4 Now Music Video | STASH MAGAZINE

Groove Armada Lover 4 Now Music Video | STASH MAGAZINE

Label: WMG (on behalf of BMG Rights Management (UK) Limited)
Artist: Groove Armada

Production: forever
Director / Animator: Fons Schiedon
Producer: Sasha Nixon


Please enter your comment!
Please enter your name here