Laundry! Recalls Max Headroom for Eminem’s Rap God

Author:
Publish date:

Visit Laundry!

View Media

Image placeholder title

Laundry! and director Rich Lee have teamed up for Eminem’s latest video, Rap God. After numerous past collaborations including videos for Will I Am, Nicki Minaj, J-Lo and the Rolling Stones, Lee approached Laundry! to spearhead design and animation for the video accompanying the 6:00 epic.

Laundry! created a humorous, cartoon-like treatment inspired by Max Headroom, a popular animated character and TV personality from the 1980s, complementing both the frenetic edit and the rap star’s signature wit. To further enhance and sell this approach, Laundry! built and animated musically-driven line animations that serve as a nod to Headroom without dipping into over-nostalgia. The updated animations were designed to match the tempo of what could be considered the most technically impressive lyrical track of the year.

Laundry! strategically amplified the visuals to peak at the song’s climactic verse, Eminem’s rapid-fire technical display that finds the MC serving up 100 words in 16 seconds, represented visually when his brain explodes.

The project lands on the heels of a string of commercial projects for the company, including spot work for Farmers Insurance out of RPA, a book trailer created for Pereira & O’Dell CCO P.J. Pereira, and Intel’s groundbreaking interactive experience, The Power Inside.

Credits:

Creative Director: PJ Richardson
Executive Producer: Michael Bennett
Head of Production: Eric Badros
Producer: Kirsten Collabolletta
Design: PJ RIchardson, Yongmin Park, Tom Allain
Animation: Yongmin Park, Tom Allain

About Laundry!:

Laundry! is a design-driven CG, animation, and live-action hybrid production company.

Image placeholder title

More info: TRUST 646 452 3388 (NY) 310 451 5153 (LA) trustcollective.com

Related

Litepanels-GeminiBracket

Vitec Production Solutions at the BSC Expo

As a BSC patron, Litepanels is pleased to be showcasing our award-winning lighting kits to attendees of the BSC Expo, alongside our highly-regarded sister brands OConnor and Anton/Bauer. The Expo is an important industry event for those in film and television, providing gaffers, cinematographers, producers, and more with a great opportunity to demo all of the latest gear and learn new production techniques. Our award-winning Gemini was developed thanks to the valuable feedback from world-leading DoPs — many of whom are part of the BSC — and we are proud to support BSC members whenever possible in their quest to create and capture exceptional content.

Yamaha_UC_CS-700-App

Yamaha UC Transforms the Meeting Experience at ISE 2019

Yamaha Unified Communications is ensuring customers hear every word in any meeting environment on stands 11-F120 and 11-G120 at Integrated Systems Europe (ISE) 2019, Feb. 5-8. Attendees will be able to experience Yamaha UC's lineup of purpose-built UC solutions that address the full range of collaboration use cases.

BenQ_HT9060

BenQ Launches Premium CinePro Series 4K UHD HDR Home Cinema Projectors

BenQ, an internationally renowned provider of visual display solutions, today announced the availability of its HT8060 and HT9060 CinePro 4K UHD HDR home cinema projectors. Leveraging BenQ's CinematicColor technology and the latest DLP chipset, the new engines are the industry's first sub-$10K installation projectors to deliver true 4K high dynamic range (HDR) with authentic cinematic reproduction that makes viewers feel as if they've been transported to the cinema.

J+P_Globe-md

Just Add Power Ultra HD Over IP System Installed in New Boston Globe Headquarters

Just Add Power (J+P), a leader in Ultra HD over IP video distribution, announced that its scalable platform was successfully installed at the new headquarters for The Boston Globe. Commissioned to select a video distribution system that could drive and support the news organization's requirement for real-time access and switching of current video news, AV firm Maverick Integration installed J+P's cutting-edge, modular AV over IP system, allowing the organization to leverage its IP infrastructure to distribute HD video affordably to nearly 80 displays and 20 collaboration suites in the new facility.