GRACE MITCHELL - 'Kids ( Ain't All Right )' Making Video
GRACE MITCHELL - 'Kids ( Ain't All Right )' Lyric Video
Client : Grace Mitchell
Produced by HAVAS Worldwide, Studio6
Creative Director : Can Misirlioglu
Art Direction : Hester Kim
Producer : Colin Tarpey
Design : DongJun Shon
Video Direction : Joseph D'amelio
We wanted to highlight the artist’s outspoken political views and how she conveyed her message to an audience. As lead designer on this project, I drew inspiration from the handmade mementos of disenfranchised youth from decades past: the classic zine. These were booklets filled with art, politics and culture.
For this video, we constructed our own using a pastiche of photographs, vintage magazines and handwritten notes and disrupted these with an ultra-modern, graphic iconography. I also created digital elements such as pixelated images and C4D models, then carefully aligned these elements to express a 2017 version of a zine. The completed product was then filmed overhead on Hi8 for the lyric video and advanced a gritty narrative with each turn of the page.
Republic Records printed copies of the zine and distributed them to fans at her concerts and incorporated this aesthetic into various other shows and events.