IDRIS ELBA FT ELIZA LEGZDINA - FUDGEMUSIC VIDEO
DIRECTION X DESIGN
CASE STUDY
©PANCHAL X 7WALLACE
CLIENT
7Wallace / Idris Elba
THE CHALLENGE
Idris Elba and Eliza Legzdina had just finished recording their track ‘Fudge’ and were ready for a music video that best expressed the energy of the music with their own characters behind it. Including Idris in the music video would be a first for a 7Wallace dance track, but a reminder that the label was backed by a multi-talented superstar. The video would also be the debut of Miss Eliza Legzdina; and an opportunity to showcase her persona and the overall attitude behind the 7Wallace brand, positioning them as a record label who were taking this genre seriously.
DELIVERABLES
Album Art
Marketing Assets
Animation
Post Production
DOP
Styling
Storyboarding
THE RESULT
The final piece was a bold but unique abstract performance of two highly talented humans, expressing their true character behind the track, supported by contemporary typographic compositions and edgy animation with a cinematic feel that stayed true to the lyric in their chorus “Who The F Is That?” - Idris Elba, and Eliza Legzdina letting you know what time it is, backed by that 7Wallace energy. The music video received a ton of positive emoji’s over social media - from horn heads to multiple fires and the odd bomb emoji. This did exactly what the team had hoped; reintroducing Idris’ face behind his brand in a tasteful but bold approach that enticed you into wanting more. The track on Spotify alone has hit well over half a million streams, and is currently on 153k YouTube views (and counting).
THE STORY
Fresh out of the studio with Idris Elba’s new track ‘Fudge’ - the team at 7Wallace wanted to bring it to life with some iconic visuals that carried the theme of the 7Wallace dance series brand we had created for them. Idris was flying down to London for a couple days in between filming a movie, so there was a rare but short window to organise a shoot with Idris and Eliza in the music video together - which would be the first for a 7Wallace dance track. This was not only an opportunity to add some sexy visuals to the track, but something that would remind the public who the label is backed by, while debuting a new artist (Eliza), and eliminating any doubt that 7Wallace didn’t take music seriously.
THE PROCESS
We had to work with the small timeframe we had, and as soon as we said we could make a shoot happen, we got to work. First thing would be logistics; trying to understand where and how many people would be on set along with how much time we would have - with no opportunity to reshoot, this had to be perfect. Once we decided to hire a studio so we could have a more controlled environment (without any setbacks from the weather or travel), it was time to conceptualise.
When creating visuals for any form of music, we always start with the most important aspect... the music; what it means, the message behind it and the feel the artists want you to take away once hearing it.
After a raw mood board, styling, and storyboard draft was approved (quite quickly), we begun to build the narrative behind the track with the main characters (Idris and Eliza) incorporated - the aim was to have them in the spotlight, while incorporating typography through lyrics and motion graphics to emphasise the peaks in the track, and keeping a cinematic look.
Once the final storyboard was approved, it was time to offer styling ideas to match the aesthetic with the team, as well as recommend the lighting and camera spec we felt would best represent the look.
The last hurdle would be the film direction on the day (which we only had half of one of!) and was led by our Creative Director, Neel Panchal. - No pressure!
THE IMPACT
with over half a million streams and counting, there’s no denying that this track and its visuals delivered the goods to it’s fans.
640,165
streams on Spotify (and counting)
153,000
YouTube views (and counting)
READY to level up the visuals for your next big hit or campaign?
