Lifelong Friendship Society (LFS) recently joined forces with creative production firm, Bullet NY, to create a <a href="http://www.lifelongfriendshipsociety.com.friend_em/One_Eski.mov”>video for the single “Given Up” for UK’s top indie ensemble – One Eskimo.
The 4 piece band from London known for creating meaningful sounds with a charismatic pop sensibility was a good match for LFS in that they also love building intriguing emotional depth with their work yet understand the pull of simple communicative beauty.
The fast turn around that generally coincides with music <a href="http://www.lifelongfriendshipsociety.com.friend_em/One_Eski.mov”>videos was a natural part of the process for LFS, but the story they saw behind the gorgeously constructed track was strong and emotional. Being able to create their interpretation of One Eskimo’s message was the fuel that drove this two man team at LFS.
Partner and Creative Director of LFS, Travis Spangler, designed and oversaw the project while superstar Sid Seed was the lead animator.
“Our goal for ‘Givin’ Up‘ was to take the sensations of frustration and addictive looping repetition, with touches of the labyrinthian melancholy offered by the track and then juxtapose these sensations with a simple abstract story and character, essentially evoking human feeling and soul from minimal simplicity.” Spangler shares.
Throughout the <a href="http://www.lifelongfriendshipsociety.com.friend_em/One_Eski.mov”>video, audiences can see the subtle range of references to addictive habits that are so incredibly hard to ‘give up’. From classic puzzles to retro <a href="http://www.lifelongfriendshipsociety.com.friend_em/One_Eski.mov”>video games – all relatable to almost anyone, all things that have a familiar pensive frustration. One can also easily connect to the hero’s actions and trials, as it slips, loops and falls in order to complete it’s tasks and as it journeys go on ad infinitum.
Ultimately LFS shows these scenes as workings of a larger game-like engine; micro parts of a macro planet. They reveal, in the final seconds, a world with the inner workings of a lonely silly complex machine floating in a tiny existential void in space- with no real reason to exist aside from foiling the little maze runners.
Being the sole animator on the <a href="http://www.lifelongfriendshipsociety.com.friend_em/One_Eski.mov”>video, proved only a bigger sense of satisfaction for Seed, “I love that we had the opportunity to do whatever our vision was for the song, its always beneficial hearing feedback on something that came straight from you…I’m very happy with how the end result feels cohesive with the song. It’s not just eye candy.”
Character and story development is clearly second nature to LFS. With “Givin’ Up“, one can easily fall in love, follow and empathize with this lone self aware character’s journey into this world of mazes, tricks, and cheap toys.
To view the <a href="http://www.lifelongfriendshipsociety.com.friend_em/One_Eski.mov”>video go here: http://www.lifelongfriendshipsociety.com.friend_em/One_Eski.mov
About LFS
Lifelong Friendship Society is a design based directing collective which is renowned for providing groundbreaking visual adventures. LFS moves forward in branding & design consultation as well as a variety of mediums including motion graphics, illustration and live action through commercials, broadcast, print, interactive and music <a href="http://www.lifelongfriendshipsociety.com.friend_em/One_Eski.mov”>video. These pursuits follow a mutual goal to push the limits of standard <a href="http://www.lifelongfriendshipsociety.com.friend_em/One_Eski.mov”>video production and give perspective that can only come from Lifelong Friendship Society.
Their clients include Starbucks, Burger King, Microsoft, Coca-Cola, Volkswagen, MTV, VH-1, Showtime, Nickelodeon,BBDO, Saatchi & Saatchi, Goodby SiIlverstein & Partners, Crispin Porter + Bogusky, Droga 5, TBWA Chiat/Day, Publicis, JWT & ZIG Toronto among many others.
LFS has also been published in multiple books, journals and magazines including Eye, Flaunt, Anthem, I.D., Print, D.G.V.,
The Block, and Computer Arts.
Lifelong Friendship Society is located in Williamsburg, Brooklyn NY. For more information or to request a reel contact Emily Gleicher at 718-302-3000 of visit LFS online at www.lifelongfriendshipsociety.com.
