Visual Simulation / Branding / Promotions
“pain affecting the back, hip, and outer side of the leg, caused by compression of a spinal nerve root in the lower back, often owing to degeneration of an intervertebral disc.”
When Rajesh sent us the track “Sciatica” we jokingly asked, “then making music like this must hurt?” for which he calmly replied “No… music actually heals”. And that was the basic premise for this entire piece. As Carl Jung says “In all chaos, there is a cosmos, in all disorder a secret order.” It’s a journey of finding peace through all the pain.
The Nerve Current. When the track was sent to us for a marketing video, we had a few dialogues on how to go ahead with it, and out of it came a clear thought that the audience had to experience the essence of Sciatica, but in a not so painful way. The pain in Sciatica almost hits you like an electric current. So we had to strike that chord where it’s visually beautiful to look at but also had that subtle disturbing effect of the shock caused by the travelling nerve currents.
Since we were not doing the video for medical professionals and our main audience were electronic music connoisseurs, we were more interested in throwing in our special sauce to it: psychedelic and abstraction. The video starts with light streaks generating from a point, being uncontrolled and unpredictable to slowly getting into formation with the tension being reduced in the strings and finally everything coming together into a lattice structure, representing strength and stability.
Here the strings of light were made to travel slowly so that we see the progression that it makes. This was also inspired by the concept of slowing down light, an experiment conducted by Danish physicist Lene Vestergaard Hau where he succeeded in slowing a beam of light to about 17 meters per second, and was also able to momentarily stop a beam using the Bose-Einstein condensate.
We also did some promotional materials for Rajesh to promote his gigs online and offline. For this, we hit out to our friends at Silverluxx to help us with some stylized fashion portraits. The light freaks at Silverluxx are experts in exploiting the beauty of bouncing photons. They are the
make believers in the dualism of light and can command the particle and wave nature of light to behave as they want. They don’t just light you for the best look, they literally paint the light over you making sure that not a single photon misses an inch to dampen the art.
After getting the portraits done according to the concepts, we threw in some graphical shiz on it and blew it online, all with a click of a big red button, which read “LAUNCH”!