A sci-fi world of futuristic humanoid robots, adrenaline-charged car racing and the crushing spectacle of a fatal accident come together in cry from heaven, the new animated music video from artist PINK NOISE, directed by Kim Chapiron and co-produced by award-winning international animation studio Mathematic, Phantasm, Quiet and Viral. The music video ushers in the launch of Crashtag, the dummy hero of the video’s crash test and the world’s first influencer bot – which already has a huge following on Instagram.
Co-director and CG supervisor Jehan Bouazza led Mathematic’s team of skilled artisans and animators through the nine months of production, encountering challenges to develop a modern and one-of-a-kind music video world, solidifying a unique character design for Crashtag and handling a high volume of assets required to create the Hippodrome Arena. Lead character artist Camille Gurruchaga oversaw the creation of Crashtag, creating the character’s background story and psychological profile to inform design decisions, while concept artists simultaneously developed the look of the environments, including including the racecourse and the largest arena. Once the look was finalized, the team set out to produce the five-minute animated sequence, using Zbrush for modeling, Maya for animation, Substance Painter for textures, Nuke and Flame for compositing, Resolve for color grading and Arnold for final rendering. .
To bring Crashtag’s anthropomorphic character to life, Mathematic captured in motion a performance by Ladj Ly, the acclaimed French director of the 2019 film Les Miserables. Ly’s performance imprinted human qualities – including a distinct personality and genuine emotion – on Crashtag, making the character a relatable protagonist in a dystopian android world.