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Gap: Sound of Color

What do black and white sound like?

To promote their colorful spring and summer collections, Gap enlisted Chris Do and the Blind team to create a video for Danish post-punk duo Sune Rose Wagner and Sharin Foo, better known as The Raveonettes. With only three weeks to conceive and complete the project, the team executed an edgy and elegant exploration of the contradictory forces that black and white represent.

‘Black and White’ utilizes light and shadow to convey the opposing themes of the piece, including love/hate, life/death, young/old, daydream/nightmare, and ugliness/beauty. The narrative unfolds through an innovative mix of shadow puppetry and animation, as two-dimensional characters come alive in a colorless world, underscored by The Raveonettes’ haunting vocals. A majority of the elements used in the video were shot in-camera, and puppeteers’ hands and rigging are often left in the shots to create a more spontaneous and organic aesthetic. The piece retains its whimsy through unexpected visuals, references to the beloved Danish fairy tales of Sune’s youth, and a richly textured physical and emotional landscape that can only be fully experienced after multiple viewings.

WATCH

Black + White
Black + White Open Cutdown
Black + White Close cutdown

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26 Comments

  1. I love this one, so elegant in black&white and so much depth!
    Miglena
    June 12, 2008 at 12:21 pm
  2. very nice!!!! good workk!
    elder shikay
    June 12, 2008 at 1:49 pm
  3. It is outstanding! I love black and white and it brings out the talent of Blind Studio gurus.
    danish raza
    June 13, 2008 at 8:40 am
  4. Stunning piece of art and creativity!
    esteban madrazo
    June 16, 2008 at 12:49 am
  5. Stunning piece of art and creativity! How long did it take to be finish, from the first day of shooting? Hugs!
    esteban madrazo
    June 16, 2008 at 12:51 am
  6. we had a little under 3 weeks to complete the entire project. that includes time to come up with an idea. about one week into the project, we got the concept signed off on by the client. a week later, we shot the puppets and elements. my guess, is that we completed the cut and animation in a week. lots of long nights and weekend time.
    doughboy
    June 16, 2008 at 7:37 am
  7. Awesome stuff!!
    mopiko
    June 29, 2008 at 5:33 pm
  8. Awesome stuff!! What is the name of the tune? Found more than 60 tunes under The Raveonettes on amazon.com but none of them sounds like this one..... Enlighten me pleazzzzz!
    mopiko
    June 29, 2008 at 5:39 pm
  9. you guys rock
    Sharky
    June 30, 2008 at 7:52 am
  10. I believe the Raveonettes tune is titled "Black & White".
    doughboy
    July 3, 2008 at 3:44 pm
  11. awesome look! well done!
    wowa
    July 24, 2008 at 10:58 am
  12. Wow!!!! this is really incredible, very well done :D
    Daniel
    August 4, 2008 at 3:47 pm
  13. Wow!!!! this is really incredible, very well done :D chao, Daniel
    Daniel
    August 4, 2008 at 3:48 pm
  14. uuhuhu!
    bruna
    August 7, 2008 at 12:54 pm
  15. i like it !!! :0
    knotsix
    August 23, 2008 at 5:28 am
  16. Not too shabby.
    GB
    August 26, 2008 at 7:44 pm
  17. such a great job. I just love it!!!!!!!
    juhee
    December 4, 2008 at 3:26 am
  18. woow, great, beautiful, moving
    dashuai
    March 9, 2009 at 5:20 am
  19. hmm..what is the song title? Really nice video!
    nana
    March 9, 2009 at 7:27 am
  20. I got the music title! thanks!
    nana
    March 9, 2009 at 7:27 am
  21. I work with shadow puppets and to see them animated like this is inspirational.
    Chris
    April 26, 2009 at 11:46 am
  22. really nice work, love it!
    xiaofengzi
    April 28, 2009 at 3:34 pm
  23. woow, great, beautiful, freat stuf
    Gabriel Nunes
    June 18, 2009 at 2:38 pm
  24. Amazing music video, just as awesome as the song. Unique style and process.
    26:PM
    August 3, 2009 at 7:44 pm
  25. I like this very Interesting work. From your web site I learned a lot of knowledge. thanks.
    ZHUNG
    September 9, 2009 at 11:18 am
  26. [...] Raveonettes through the Gap/Sound of Color project and was instantly converted when I heard “Black & White“. Now, a year later, with the release of “Heart of Stone“, fans of their sound [...]
    Get In & Out of Control $13 | 50under50
    March 2, 2010 at 5:33 pm

LEAVE FEEDBACK




CLIENT

Agency
Rehab/Gap
Creatives
Arty Tan, Sean Leman
Producer
Geralyn Pezanoski

CREDITS

Director
Chris Do
Production Company
Blind, Inc.
Creative Director
Chris Do
Executive Producer
David Kleinman
Post Producer
Amy Knerl
2D Animators
Paul Kim, Jason Kim, David Ando, Sakona Kong, Maithy Tran, Wakako Ichinose
3D Animators
Sakona Kong
Editor
Erik Buth
Music
The Raveonettes: Sune Rose Wagner, Sharin Foo

AWARDS

Gold BDA Music Video Award 09, Gold ADDY Award 09