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UP & UP
案例简介：结果 在很大程度上，由于其令人惊叹的图像，歌手克里斯 · 马丁被称为 “Up & Up”，这是酷玩乐队有史以来最好的音乐视频。该视频在主要流行的社交媒体上迅速传播，在 YouTube 上的浏览量超过 9900万。所有这些奇怪的、超现实的和象征性的场景在公众中引起了激烈的辩论和质疑 -- 乐队想说什么？如此惊人的图像是如何完成的？下一个行动呼吁应该是什么？ 活动描述 围绕人类探索历史、战争后果、移民和许多其他社会/政治问题的主题通过美丽的图像碰撞和超现实的设计得以揭示。 战略 富有想象力的，像盗梦空间一样的视觉特效代表了一系列重要的世俗信息，通过展示需要每个人解决的值得注意的问题来团结所有人。有了这样一个普遍的指令，视频的目标是所有种族、宗教和背景的人的突出问题。 执行 制作视频涉及复杂的规划，详细的表格规划每十分之一秒。它包括在乌克兰工作室拍摄的三天，以及在纽约与乐队成员在工作室和城市街道拍摄的更多天, 在洗衣店和地铁站。他们将不同的图像缝合在一起，以创建不协调的新图像，这种技术被称为合成。 概要 “Up & Up” 背后的基本概念是将图像的混杂部分截断、最大化或放置到位。你的麦片碗里有摩天大楼，雨水坑里有桥梁，海绵上有足球比赛; 一切都被扭曲成不真实的大小。一直以来，这个乐队就像云层中的巨大实体，或者，在克里斯 · 马丁的例子中，躺在地壳上。 相关性 这部音乐视频在酷玩乐队的网站上被描述为 “尖锐的超现实主义蒙太奇”，暗示着当代问题。当英国广播公司第一电台首播这首歌时，主唱克里斯 · 马丁在谈话中说: “我认为这是人们制作的最好的视频之一。即使你把音乐拿走了。这就是我的观点。“Up & Up 同时显示飘渺、神奇的视觉特效，同时也突出重要的世界问题。
UP & UP
案例简介：Outcome Thanks in large part to its stunning imagery, singer Chris Martin dubbed “Up&Up” the best music video Coldplay has ever made. The video spread rapidly on major popular social media, with over ninety-nine million views on YouTube. All of the strange, surreal and symbolic scenes aroused heated debate and questioning among the public—what is the band trying to say? How was such stunning imagery accomplished? What should the next call to action be? CampaignDescription Themes revolving around the history of human exploration, consequences of war, immigration, and many other social/political issues are revealed through beautiful image clashing and surreal design. Strategy The imaginative, inception-like VFX represents a series of important worldly messages, uniting all peoples by showcasing noteworthy problems that need to be addressed by everyone. With such a universal directive, the video aims its highlighted issues to people of all races, religions, and backgrounds. Execution Making the video involved complex planning, with detailed tables planning out each tenth of a second. It included three days of filming at Ukrainian studios and more days of filming in New York with members of the band at a studio and in the city streets, at a laundry automat and in a subway station. They stitched together different images to create incongruous new images, a technique known as compositing. Synopsis The basic concept behind "Up&Up" is to feature a mélange of imagery either truncated, maximized, or put out of place. There are skyscrapers in your cereal bowls, bridges in your rain puddles, soccer games on your sponges; everything is distorted to be not true to size. All the while, the band looms as enormous entities in the clouds or, in Chris Martin's case, lying down on the Earth's crust. Relevancy The music video is described on Coldplay’s website as a "poignant, surrealist montage which alludes to contemporary issues.” When premiering the track on BBC Radio 1, lead singer Chris Martin said in conversation: ‘I think it's one of the best videos people have made. Even if you take the music away. That's my point.’Up&Up simultaneously displays ethereal, magical VFX while also highlighting important world issues.
UP&UP
案例简介：结果 在很大程度上，由于其令人惊叹的图像，歌手克里斯 · 马丁被称为 “Up & Up”，这是酷玩乐队有史以来最好的音乐视频。该视频在主要流行的社交媒体上迅速传播，在 YouTube 上的浏览量超过 9900万。所有这些奇怪的、超现实的和象征性的场景在公众中引起了激烈的辩论和质疑 -- 乐队想说什么？如此惊人的图像是如何完成的？下一个行动呼吁应该是什么？ 活动描述 围绕人类探索历史、战争后果、移民和许多其他社会/政治问题的主题通过美丽的图像碰撞和超现实的设计得以揭示。 战略 富有想象力的，像盗梦空间一样的视觉特效代表了一系列重要的世俗信息，通过展示需要每个人解决的值得注意的问题来团结所有人。有了这样一个普遍的指令，视频的目标是所有种族、宗教和背景的人的突出问题。 执行 制作视频涉及复杂的规划，详细的表格规划每十分之一秒。它包括在乌克兰工作室拍摄的三天，以及在纽约与乐队成员在工作室和城市街道拍摄的更多天, 在洗衣店和地铁站。他们将不同的图像缝合在一起，以创建不协调的新图像，这种技术被称为合成。 概要 “Up & Up” 背后的基本概念是将图像的混杂部分截断、最大化或放置到位。你的麦片碗里有摩天大楼，雨水坑里有桥梁，海绵上有足球比赛; 一切都被扭曲成不真实的大小。一直以来，这个乐队就像云层中的巨大实体，或者，在克里斯 · 马丁的例子中，躺在地壳上。 相关性 这部音乐视频在酷玩乐队的网站上被描述为 “尖锐的超现实主义蒙太奇”，暗示着当代问题。当英国广播公司第一电台首播这首歌时，主唱克里斯 · 马丁在谈话中说: “我认为这是人们制作的最好的视频之一。即使你把音乐拿走了。这就是我的观点。“Up & Up 同时显示飘渺、神奇的视觉特效，同时也突出重要的世界问题。
UP&UP
案例简介：Outcome Thanks in large part to its stunning imagery, singer Chris Martin dubbed “Up&Up” the best music video Coldplay has ever made. The video spread rapidly on major popular social media, with over ninety-nine million views on YouTube. All of the strange, surreal and symbolic scenes aroused heated debate and questioning among the public—what is the band trying to say? How was such stunning imagery accomplished? What should the next call to action be? CampaignDescription Themes revolving around the history of human exploration, consequences of war, immigration, and many other social/political issues are revealed through beautiful image clashing and surreal design. Strategy The imaginative, inception-like VFX represents a series of important worldly messages, uniting all peoples by showcasing noteworthy problems that need to be addressed by everyone. With such a universal directive, the video aims its highlighted issues to people of all races, religions, and backgrounds. Execution Making the video involved complex planning, with detailed tables planning out each tenth of a second. It included three days of filming at Ukrainian studios and more days of filming in New York with members of the band at a studio and in the city streets, at a laundry automat and in a subway station. They stitched together different images to create incongruous new images, a technique known as compositing. Synopsis The basic concept behind "Up&Up" is to feature a mélange of imagery either truncated, maximized, or put out of place. There are skyscrapers in your cereal bowls, bridges in your rain puddles, soccer games on your sponges; everything is distorted to be not true to size. All the while, the band looms as enormous entities in the clouds or, in Chris Martin's case, lying down on the Earth's crust. Relevancy The music video is described on Coldplay’s website as a "poignant, surrealist montage which alludes to contemporary issues.” When premiering the track on BBC Radio 1, lead singer Chris Martin said in conversation: ‘I think it's one of the best videos people have made. Even if you take the music away. That's my point.’Up&Up simultaneously displays ethereal, magical VFX while also highlighting important world issues.
UP & UP
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UP&UP
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