Take a modest budget, a remake of a Johnny Cash single and an open-minded, up-and-coming SA punk rock band. Add a big imagination and cheeky Flash animation and the result is the latest music video offering from Submachine, directed by Picture Tree Projects' Juniper.
The off-the-wall concept, conceptualised by Juniper, features a distorted look at the theory of evolution, with an oddball monkey as the main protagonist. “Evolution fascinates me,” adds Juniper, “and when I received the go-ahead from the band to go wild with the concept, I figured this weird storyline would fit in with the essence of the track.”
When quizzed on choosing Flash animation as the format for the video, Juniper adds, “I had so many ideas, and such a great storyline, that we absolutely had to make this happen and Flash was the best format to finish within budget.
“Angie Hammond and Jonno Schultz from Department Fu were spot-on in transferring my thoughts into design. Plus, Angie and I are just in the same headspace when it comes to these types of projects. She gets my thinking, and has an exceptional style of design and animation which just added that extra dimension to the end-result.”
Visit our PRESS OFFICE: Picture Tree is a dynamic boutique commercials production company that produce and direct local and international television and cinema commercials. Our four in-house directors are Ian Difford, Alan Irvin, Gersh Kgamedi and Oscar Strauss - overseen by Executive Producer, Gary King.- more....
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