I tackled the brief by designing a three-dimensional representation of the song title as an anchoring element; used a simple color scheme throughout with selective abberations responding to the track’s mood; selected a wide array of typefaces for 2D animation to echo the diverse styles present in the music and animated vigorously to do the track justice.

For the sake of matching the track’s genre-bending nature, I split the animation up into different sections, giving each one a distinct appearance. The title-turned-object and the background color scheme define each section’s mood while anchoring all parts to the same world.

The base shapes for the anchoring 3D YEA YEA YEA were built using a cloth simulation. To time the inflation precisely, I then used the different states (semi-inflated, full inflation) as morph poses, triggered by animated fields.

Full-width stretched sans serif features from the intro up to the third verse.

Directional blurs and color shifts timed to stabs in the music appear throughout the track.

Words going up in smoke start appearing at the end of the second verse, feature prominently in the second verse and reappear as background and end in the outro.