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Not to Scale Puts Twerk to Work for DIPLO Music Video

24/07/2014
Animation
London, UK
163
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Director Maxime Bruneel animates 'Dat A Freak' music video

Step aside, Miley Cyrus. Director and animator Maxime Bruneel of London/New York-based production company and animation studio Not To Scale, recently delved deep into the world of the dance move known as “twerking” with a vibrant and colorful animated music video called “Dat A Freak.” Produced out of Not To Scale’s production partner in Paris, Chez Eddy, the video is a collaboration between renowned DJ and rapper DIPLO and Swick, featuring performances from TT the Artist and Lewis Cancut.

Working closely with TT the Artist, who provides the vocals for the song, Bruneel spent eight months painstakingly researching the best footage of the historic and iconic dance move to design, animate, and create the energetic video. The resulting video makes use of simple-looking, yet highly evocative drawings of a wide variety of women doing their version of the twerk, while excited and bemused people look on. Looking to create a grittier, freer animation that would better represent the energy behind twerking, Bruneel took a decidedly live-action approach to his animation.


“I wanted to focus on the raw energy of twerking, and thought I could do that best with a more immediate, over-the-shoulder camera moves,” says Bruneel. “My main goal was to approach this animation as if it were live action, moving away from the more traditional animation process that would have worked against the natural look of the twerk. I began with a lot of hand drawing and rotoscoping, then provided about 100 five-second animations to an editor who specializes in hip-hop videos, who edited them together as if they were live action shots. I then redesigned and carefully colored every shot. Everybody is very happy with the results.”

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