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To create this truly memorable video for Graham Coxon’s track ‘What’ll It Take’, Ninian asked fans to send in footage of themselves dancing to the track.
Ninian then began the painstaking task of editing all the dance footage together into an abstract, yet somewhat coherent narrative. The result is an incredibly playful and funny crowd sourced dance video.
The brief for this was incredibly loose and simple - just that
the label wanted to do something with crowd sourced clips. What
immediately dawned on me was that all previous crowd sourced videos
have been very restricted - either by having to stick to locked off
webcam shots of people at their desks, or straight edits of home
movie footage. Some ideas you really have to work at and battle to
find but this one came almost instantly: whilst still on the phone
with the commissioner I remembered a little test film I'd made a
few years ago called "The Beast of Dance" - it's a simple technique
of using moving footage in the style of collage to build an insane
It's a technique I've always wanted to do more with
and so suddenly thought how amazing it'd be if all the collage
pieces came from loads of different fans. If instead of sourcing
footage, we instead sourced limbs! This then meant complete freedom
with the clips as I'd take these 2D clips and use them in a 3D,
physical way - using them as part of a larger story and film.
With a small crew I then shot a dancer
freestlying a strange walk/dance through the streets of London.
This was then cut together and was broken down into a few key
simple moves that the dancer repeats throughout his dance. A video
was then made and put on youtube asking fans to copy the moves:
In the space of a few weeks we got close to 90
submissions from 22 different countries. The original footage was
then motion tracked and the various fan clips where "pinned" onto
the dancer, matching his movements, so the combined clips act like
a physical person.
Within a few weeks of being online the video has been
invited to numerous festivals, featured in various magazines (iD,
Computer Arts, Metro, idN, l'Oeil De Links on Canal +) and even
screened in the Montreal's Museum of Contemporary Art!
"You don't need a huge budget to make a really
great music video these days. It's just a matter of getting
together a ton of interesting footage and editing it together into
something spectacular. That's what director Ninian Doff did in his
video for Graham Coxon's "What'll It Take," and the source of the
interesting footage was the crowd".
Ninian delivers his second video for Graham Coxon. ‘Ooh Yeh Yeh’ sees Graham’s video shoot being interrupted by a pile of clothes coming to life. Ninian again did all the effects work himself.
After shooting some crows in a park Ninian began the painstaking process of attaching human body parts
A pile of discarded clothing comes to life on a cobbled London backstreet.