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Ministry of Sound – The Annual 2021
The year is 2020… With the clubbing world currently offline a freak power surge has brought to life dis-used audio parts.
Finally left alone they can dance like no humans are watching…
As fans of Ministry of Sounds branding and artwork since the early 2000’s it was an absolute honour to be asked to create the Christmas TVC campaign for their yearly ‘Annual’ series.
Pitching in Vector Meldrew’s signature surreal style mixed with a string Houdini simulations, we brought a series of abstract character designs to life. Each one around the theme of ‘reconnection’ using audio cables as an unassuming visual device brought to life by motion capture data and funky dance moves.
The result is a piece of video which nod’s to Ministry of Sound earlier roots and design heritage, whilst also looking towards the future, utilising a mixture of contemporary character design animation and art direction.