ROARK was commissioned by Brooklyn-based electronic music producer Conrad Clifton to create a promo video for his latest album release. He was interested in finding a way to create something that would reflect both his unique approach to music making and function as promo at the same time.
The selected single used in the video was “Blackliight”.
“The video itself is pretty much straight out of a design handbook. … It’s clearly shot by someone with a talented eye + the typography in the background is hella dope, especially with the way the two C’s combine with one another.” – VRSMAG
ROARK began the process by listening to the EP in its entirety before honing in on “Blackliight”. The thing that immediately stood out was the intense layering of melody throughout the track. This musicality helped inform the conceptual approach for the video which focused on creating a high-end, clean look while still maintaining the slightly gritty, mysterious nature of the underground sound.
ROARK took a look at previous Conrad Clifton releases and identified the need for a cohesive logotype to enhance Conrad’s fans’ visual retention of him while performing. Adrian Letechipia art directed and co-designed the new logotype with Shuhan Teoh.
Prior logotype treatments
The art direction for the new logotype was focused heavily on the idea of creating a look for Conrad that would convey his skilled and thoughtful approach to making music. With the idea of each album being produced as a collector’s item, some of the references used when sketching initial ideas were baseball cards from the golden era of trading cards circa the 1950’s and 60’s.
Once the logotype was created, ROARK made final adjustments and began the process of incorporating it into the live action promo.
Once the concept was approved, ROARK began by animating the light play sequence. A layout was roughed out in Cinema 4D to reflect the physical rig setup. This animated sequence was then projection mapped onto pillars surrounding Mr. Clifton while performing.