Getting Messy
Riffing off the name of the track, we knew we wanted to make use of raw, grungy visuals to give that feeling of biting down hard, or getting stuck with fangs.
We loved how closeup imagery of fruit getting ripped or chewed up looked like skin, blood and tissue, and went the extra mile to record footage just how we wanted it. That motif built the rest of the identity, mixing in vibrant, tropical colors and decorative fruit stickers.
Seeing What Sticks
Looking at stickers got us thinking about how to style our characters, and we liked the idea of making them so paper thin you could chew right through them. Their designs ended up being pretty clearly bouba/kiki, with the idea that there’d be a surprise reversal of their roles.
Their identities, dynamic, and the “plot” were intentionally kept pretty vague so that people could come up with their own interpretations. We presented characters inspired by life experience, rather than pandering with fetishized stereotypes.
Blend it All Up
Nailing the visual identity out the gate let us go wild in the constraints we set for ourselves, and work on the rest of the video was having fun with explosive compositions and sharp, vibrant colors.
