HIBI NO NEIRO - Sour
|'Hibi no niero' (Tone of Everyday) is the 3rd music video created for the Japanese band 'Sour'. The cast were chosen from Sour's international fan base and filmed entirely via webcams.
The song is about discovering your own color or voice in this world. It speaks about embracing your individuality in order to open yourself up to what the rest of the world has to offer.
The webcam provided the perfect medium on which to explore this notion. Not only did it alleviate the challenge of the non-existent budget but it also overcame the fact we couldn't film the band in person, given the fact the band live in Tokyo and we all live in New York.
Millions of people use webcams to express themselves everyday. What if these individuals were given the chance to collaborate? We thought the result could be pretty powerful and something that no one had seen before.
Choreography was another major challenge. First, we had to plan every movement and action in each square, based on how it related to it's surrounding grid. We then created detailed animatics of the entire video. We then filmed ourselves and made guide movies for the cast to follow. We didn't have a great deal of time with each person, so we needed to give the cast something to practice with before we started shooting.
The project took 3 months in total. A time frame that was lengthened by each of us having extremely busy day jobs. The first two months were spent concepting, storyboarding and planning and the last month was spent organizing and filming the 70+ cast. It was a total mission. However we somehow got there in the end. We owe our thanks to the amazing and beautiful cast that donated so much of their own time to the project. Without their effort and enthusiasm the production could never have been what it was.