Our brief was to design and produce a lyric music video to accompany singer/songwriter Chris Watts’ new music track ‘OVER U’. Through the use of typography and video motion, our goal was to explore the lyrics and broader story of the track to bring forward the edgy, darker pop aesthetic of the artist himself. What resulted was the combination of bold black and white footage with contrasting typography that plays directly off the lyrics in the main chorus ‘Can’t get over you, can’t get under you’ and the two sides to every story. The use of a bold slightly extended san serif in varying sizes expresses the strength and emotion behind the words. All of the footage was darkly lit with the addition of a film grain to add to the gritty nature of the song.
Video production
Animation
Illustration
Art direction