Our musical collaborations with Partizan continue, this time working with promo supremo Saam, for Cheryl Cole’s edgy new music video for '3 Words', her latest solo single that sees her reuniting with Black Eyed Peas singer will.i.am.
Production Company:
Partizan
The promo features Cheryl in a number of striking looks, from a Cleopatra-inspired Egyptian queen to a platinum blonde Lady Gaga-esque hairdo, and we shot it using continual split screens that keep the two singers from ever touching.
One of the most acclaimed music video directors in the business, Saam had an inspired and very distinctive look that he wanted to achieve. As it was something that hadn't really been attempted before, this gave us a hugely exciting technical challenge and working closely with Saam, we made it a reality.
Adam Grint, our Lead Flame explains: "The idea was to have a continuous split screen over the full length of the promo showing different parts of the same environment and then at various points through the video, this environment would join to become a full frame. When the two sides come together, the two motion control cameras are following precisely the same path and when the screen splits off, the cameras are themselves splitting off and going in their own direction.
"The end result is fantastic and it was great to be working with such a committed and vibrant team as director Saam and Paul at Partizan."
Production Company: Partizan
Record Company: Fascination, Polydor
Producer: Paul Weston
Director of Photography: Alex Barber
Editing Company: Trim
Editor: Tom Lyndsay
VFX & Design: The Mill
VFX Producer: Serena Noorani
Shoot Supervisors: Adam Grint, James Sindle, Graeme Turnbull
2D Lead Artist: Adam Grint
2D Artists: Robin McGloin, Zoe Cassey, Gareth Parr, Emma White
3D Artists: Luke Tickner, Teemu Eramaa
Assists: Houmam Abdallah