Animated promo marks addition to Addiction’s director roster

Marking their debut music video for Addiction, Rosco & Best have completed an animated promo, commissioned by EMI, for the Stylophonic’s track, ‘Soul Reply’.
Recently signed to Addiction’s roster of creative talent, Luke Rosco & Luke Best are marked to be one of the UK’s hottest new directing teams to be launched by Addiction this year.
Rosco & Best said: "The inspiration for ‘Soul Reply’ stemmed from the track itself. The lazy summer bass line and upbeat lyrics conjured images of a journey through a hyper-real perfect summer’s day.
"Our initial visual inspiration was crude collage and the artists Peter Blake and Richard Hamilton. We wanted to keep the piece as simple as possible whilst bringing it to life with vivid colour, humour and the moving character element.
"The promo was put together after an extensive cut and paste week on Photoshop. It was animated using After Effects.
"We’re both really happy with the finished promo. The pacing feels good, we love the dancing bears and hopefully the promo reflects the upbeat summer feel of the track."
Siobhan Murphy, Head of Addiction’s Music Video Department says: "Rosco and Best came to see Addiction having directed two ultra low budget videos for City Rockers, the same label that we did the Northern Lite video through with Si + Jon.
"I was immediately intrigued and upon meeting them, instantly recognised their potential. Their visual style and attitude fitted in perfectly with what I would now describe as the ‘Addiction mould’ - an innovative and quirky style with highly original ideas incorporating after-effects, animation and post combined with live-action.
Murphy added: "The boys have hit the ground running and have already created this stunning promo for EMI with several more jobs pending. It just goes to show that commissioners and labels are looking for originality and ideas and if you can come up with the goods in that department you can rocket your way to the top in no time."
(SP)