An animated music video for influencers’ smash hit
Goals
When it comes to this project, we had three different purposes: to promote an album and song via an animated music video, to promote the future animated television series and projects of Pigeon Pictures, co-owned by Ekipa, and to communicate to viewers how Ekipa's target audience is shifting from children and young teenagers (9-14) to young adults (14-18).
General Information
Ekipa are the most popular Polish digital content creators on YouTube, with over 17 million subscribers on various channels. They’ve recently published their first music album.
Ekipa consist of 11 members and are one of the most influential and inspiring groups in the country. In addition to their digital content creation and music, they’re successful entrepreneurs, having released their own clothing brand “Ekipatonosi” with great results.
Their branded collaboration with the ice-cream company Koral achieved instant and widespread success in Poland. Ekipa also have their own branded section with a rollercoaster in the Energylandia amusement park and are co-owners of the film production company Pigeon Pictures.
Creative Concept
The premise of the video was inspired by various pop music videos and aimed to be a parody of popular anime references. Inspiration was drawn from Nicki Minaj, Gorillaz and Daft Punk music videos.
Characters
Animated alter egos were created based on members of Ekipa, with dinosaurs being the basis of the characters. Different colors and types of dinosaur were chosen based on real life attributes. The traits of the dinosaur characters differ depending on the Ekipa members interests in shoes, outfits, hairstyles, and accessories.
As indicated within the back story, SumoBot's signs are written in Cyrillic and state "Ark", referring to the flood in the Book of Genesis and the Ark which provided safety.
"It's a thrill!"
As stated in the track's title, in the SumoBot's belly, Ekipa managed to hide all the things that they love, including the entirety of the residential area with the group’s first house.
Each room was designed with a great focus on details to fit each of the character's interests. The animation featured a terrarium with giant snakes and spiders in addition to a room filled with the items used in the Ekipa's other videos such as the wheel of fortune, water guns, ball pit, arcade games, and VR sets.
Execution
To engage and entertain the new teenage target audience, the video had to be fast-paced and captivating from the beginning. Even though the animation was based in a post-apocalyptic world, the colours were bright, neon-like, and cheerful. This was a conscious decision we made to fit with Ekipa’s image.
The plot of the video takes place in real time and bombs countdown to the moment of each explosion. An intro, outro, and pause in the middle of the track were added to help add to the storyline of the animation, with the dubbing recorded by the Ekipa's members.
Easter eggs
The animation is filled with easter eggs from Ekipa's other videos such as prank poster, Patecki's naked butt, Friz's dog, and multiple others.
Results
As a result, we created the animated video which nearly 60 people worked for a duration of five months.
It's hard to compare the scale of "Na zajawce" with anything else in Poland's music video history. The video spent ten days on the trending list on Youtube Poland, it had been viewed over 2.5 million times in one month after premiere (currently 4,500,000) and had over 11,700 comments on the video during the first month (currently 11,600).
Our animation has received countless reactions from other content creators and Polish media, such as Eska, Interia, Radio Zet, Open FM, 4Fun TV. It has also drawn the attention from Western media in relation to the animation industry. Also, the video won the main prize in the Polish Graphic Design contest in 2022 in the category Motion Graphics: Long film.
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