Fraser T Smith is the biggest producer in Britain. “Do We Really Care? Pt1” is the music video for the first single from Fraser's own project "The Future Utopia"', featuring Tom Grennan and rapper Tia Carys.
The video, which premiered exclusively on GQ on September 18 2020, offers a trippy, animated look at the lyrics in action, inspired by the artwork from 1970s progressive rock covers and created in collaboration with creative agency 1983, illustrator Ori Toor and Pentagram Design.
My role: Art Direction and Lead Motion Design. I had to make Ori's intricate illustrations coming to life and had to design some of the elements, including the "Matchead" character. The time frame to deliver this video was a challenge.

Creative Direction: Robin Burke at Creative Agency 1983
Character Animation: Emily Eckstein
Animators: Paola Rocchetti, Giovanni Bucci, Emily Eckstein, Lukas Weyandt, Jeremiah Ferrell
Type Animation: Natalie Huynh
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