Making of the Video – Mims “Move”

Keith Schofield recently wrapped up shooting the video for rapper Mims’ new single, Move. The theme of the video is movement and he describes it as:

It’s a day in the life of Mims. As he walks through the city, he raps to the camera – while observing and interacting with all the weird stuff around.

Schofield accomplishes all of the weird stuff using time lapse, a treadmill, and some pretty interesting slit photography techniques. Hardly any of the video was done using 3D CG (maybe the lazer beams).

I like how the video looks so glossy and expensive, but was relatively simple to complete. It goes on to proves that the concept it always more important than the execution. For another example, take a peek at one of Schofield’s earlier works that got a lot of attention, Diesel’s SFW XXX.

Schofield did a pretty cool write up outlining his ideas with motion tests and an animatic describing the video shoot. It seems like this might have been part of the pitch because he describes some problematic scanarios that might arise during the process. My favorite:

I’m looking for a mix of about half guys and girls. It’s your call on the ethnicities – sometimes throwing in some white guys can be a bit corny. And no kids!

Don’t let the corny white guy ruin your video Mims!

Take a peek at the HD video Move.
found via Motiongrapher