Supari Studios with Warner Bros records 'New Rules Lyric Video'
About the Film:
Supari Studios and Post Office, in association with Warner Bros. Records, recently released the official lyric video for the Blockbuster song, ‘New Rules’ by Dua Lipa.
In the past Post Office has also worked on creating creative lyric videos for Adam Lambert's Two Fux and Nike's Da Da Ding.
In less than 24 hours, the video has already been viewed over 300,000 times, and has generated a buzz with a global audience.
The video has generated over 2.2 million views in 2 months.
The song talks about the bond of female friendships and how girls look after each other; as well as the sense of humility and strength that is shared between them.
You can watch the film from this link:
About the treatment:
In terms of treatment, the brief was to go with a neon and flashy style and we decided to include icons and signage that would transport one to the streets of Las Vegas or LA.
We chose elements that would best represent the message Dua was trying to convey and those she personally related with. Since the music video was set in a sleepover environment, we took cues from the same while designing frames. Flamingos, to her, are a perfect representation of female friendship and so we made sure to include the same.
The animation style was dynamic but yet stuck to the zone of how neon signs function.
Post Office Head & Director’s Note:
“The idea was to create an animated lyric video with neon lights, cool icons, typography and illustrations. We wanted to make something which also has elements of Dua Lipa's official video such as Las Vegas, flamingos and sisterhood. The challenge while producing the video was to come up with right visual along with the lines. In terms of the neon treatment, we also had to make sure the appearance of the visuals glowed and electric in nature. The animation style reflects how neon lights flicker and was beat-matched with the bpm of the song.” - Aditya Tawde, Director ‘New Rules Official Lyric Video’, Head of Post Office