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THERE’S no test quite the internet to know if you’ve hit a hot spot. The 3million hits in 24 hours on trendy image-driven social media website Imgur is evidence that the brand new video by Newcastle creative agency Headjam for the Firekites song, Closing Forever Sky, is a winner.
The video was launched in a gala celebration by Headjam on March 10 at The Edwards. Headjam managing director Luke Kellett said working with the Firekites, who are Newcastle-based, to design and produce the video was a pleasure and highlighted the talent in the Hunter Region.
“It’s a rare situation to find ourselves in, sharing ideas with like-minded businesses and having the ability to produce work like this,” Kellett says. “Our creative vision can be realised technically now like never before.”
Firekites guitarist and singer Tim McPhee was stunned by the creative concept behind the video of the band’s song, which was recorded as the title piece on the band’s second album, released in 2014.
“We are forever grateful to the Headjam crew, firstly for conceiving then executing such an ambitious and truly beautiful video accompaniment for Closing Forever Sky,” Mc Phee says.
The dreamy indie pop rock song is the perfect companion to the travelling creative creatures in the video.
Kellett readily admits the video was a side project for Headjam, even with hundreds of hours of staff time put into creating the four-and-a-half minute film.
Kellett’s ties to the music industry are part of his own story. He’s done work for music labels Atlantic, Sony Music and Universal and his photography has attracted to Headjam a portfolio that includes Boy and Bear, Hiatus Kaiyote and The Waifs.
Josh Bruce, a broadcast designer at Headjam, directed the video. It was his concept, with the creative design drawing heavily from renown Dutch artist Theo Jensen, who was the originator of “strandbeests,” real moving art pieces he creates from his studio on the ocean stands of his Netherlands studio.
“I used Theo Jensen’s strandbeests as inspiration as well as other objects I found inspirational, for example, Chinese junkships and steampunk visuals. I took the things that inspired me and used them as a mold. It almost felt like they built themselves in a way,” Bruce says.
Of course, Newcastle itself plays a part in the video. While there are no humans in the film, it does not take much imagination to picture the city in it.
“The majority of the video was created in 3D, but there were a few scenes with real elements. The sunset at the end of the video I filmed from Fort Scratchley looking out to sea. It was actually a sunrise and I reversed it. I shot some footage on Nobbys Beach and composited the creatures on top.”
A GIF image from the video made the front page of Reddit and attracted more than 3million views on Imgur. The video on vimeo has been seen by almost 60,000 so far.