Editor’s note: The following post is by a new Motionographer contributor and copy editor, Brandon Walter Irvine. Please welcome him aboard!
Perusing the Quickies the other day, I was blown away by the video for ‚ÄúIce Cream,‚ÄĚ (NSFW) a punchy track from Battles and Matias Aguayo.
Produced by Barcelona-based collective CANADA, the video moves through a sequence of utterly distinct effects. Unlike most videos, where themes and looks are slowly built up, often in an additive process, the ‚ÄúIce Cream‚ÄĚ clip walks a very careful line by introducing a particular effect or theme just long enough for it to be registered, only to move on to another. Even after a couple of viewings, I couldn‚Äôt make sense of it, but I was definitely intrigued.
Director Luis Cerver√≥ of CANADA broke it down for me.
Yes, it has a structure
It may be apparently random, but it all has a reason to be there. In our treatment, we divided the song into different chapters of what deconstructing the idea of an ice cream cone melting could bring to your mind. So there was first the concept of two opposites colliding (cold vs. warm, starting with the ice cream drops hitting the hot bath tub water) and represented by the young pretty girls (hot water) against older ugly guys (chocolate cold) and all these double shots of something against its opposite (snowy mountains vs. desert, etc).