"Hold My Love" is an infectious track with moody keys and synth lines, hair-raising builds and an unforgettable hook. The idea for this lyric video centered around the artist's name and logo, the concept of "Darwinism" and a playful take on the theory of evolution. Using a looping animated evolutionary chart / timeline (that feels as if it is on a conveyor belt) as the recurring focal point, we incorporated a series of lively, 3D animated characters appearing over the backdrop. A combination of textures and other symbolic imagery reveals itself throughout synced to the rhythmic and percussive elements of the track.
Darwin Banks - Hold My Love (Lyric Video) ft. Digital Minds
Katy Perry's Unsub Records approached SOAP with a view to creating something delightful for her exciting new protégé, CYN. Reflecting the thematic scheme of the lyrics by using things that go "Together", this video follows a young couple spending a lazy day inside their apartment engaging in a series of cute and fun activities.
CYN - Together (Lyric Video)
Seven Lions & Jason Ross Ft. Paul Meany
"Higher Love" is a euphoric anthem that deserved an equally epic visual. In this video, our enchanting lead finds herself exploring a beautiful wooded area in search of her metaphorical utopia or "higher place". Aerial flyover footage was the staple of this piece, reflecting the smooth, weightless qualities of the song's verse and pre-chorus, leading into the heart-thumping build and inevitable, thunderous drop. Faster paced, glitchy, sharp cuts and effects matched the frenetic chaos of the song's chorus "Light me Up!"
Seven Lions & Jason Ross feat. Paul Meany - Higher Love (Official Lyric Video)
Capitol Records contacted SOAP when they needed a lyric video for R&B sensation "Ne-Yo" featuring "Juicy J" for the single "She Knows". Combining sultry footage of female dancers with dynamic typography, this has become Ne-Yo's highest performing lyric video with approx. 24 million views!
Ne-Yo - She Knows (Lyric Video) ft. Juicy J
Hariz Vs. Zookëper
Maverick's "Hariz" and Enhanced Music's "Zookëper" came together for this incredible collaboration on a remix of the former's debut track, "OVRBRD". In search of a lyric video that reflected the single artwork, as well as providing an introduction to Hariz as an artist, we took to the beach to shoot a moody and stirring performance that would be used as the basis for the piece. Combining that footage with a series of drone shots, scenic B-roll, intricate ramps and transitions, the video accentuates both the flowing nature of the song and its dynamic, percussive changes to provide maximum impact.
Canadian rockers "Nickelback" were on the cusp of launching their "No Fixed Address" record when they decided to initiate a video campaign for three different singles ahead of its release. After telling SOAP of their plans, we set about to create the first of three different videos starting with their song "Million Miles an Hour". This piece consists of state of the art, animated visuals and motion graphics that gave the song's psychedelic subject matter a futuristic twist. The band and team loved the visuals so much that they decided to include them in their set during their world tour.
Nickelback turned to SOAP again to develop a lyric video for their single "Satellite". The band asked that we adopt a simple stylistic approach for this one that reflected the spacey, starry imagery present throughout the song's lyrics.
Nickelback - Million Miles An Hour (Lyric Video)
Nickelback - Satellite (Lyric Video)
ICE COLD (MUSIC VIDEO)
On "Ice Cold" we teamed up with the talented Jake Hilger to create a music video that mirrored the unapologetic nature of the Meen Streets sound. Taking place in a local dive bar, a janitor goes about his nightly shift before spinning his vinyl version of "Ice Cold". Losing himself in the music, he transports his mind away from the drab nature of his job to a complete state of careless freedom, dancing to the song in an emotive and sensually captivating way. With lyrics that veer between emotional sincerity and satire, this visual reflects both the tongue-in-cheek and no holds barred nature of the track. We also combined a number of retro aesthetic elements with a modern production sheen that is so apparent in the music itself.
Meen Streets - "Ice Cold"
MEEN STREETS - ICE COLD (Lyric Video)
Universal Republic contacted SOAP when they needed a video for Owl City's single "My Everything" off "Mobile Orchestra". With a short lead time, we took to the Angeles National Forest to shoot a sincere and natural performance piece that effectively communicates the song's humble and earnest qualities.
Owl City - My Everything
Elektra indie-rockers "Finish Ticket" came together with new retail brand "Flag & Anthem" for their Holiday 2016 campaign. SOAP organized, shot and edited a private show for the band's super hometown fans that took place underneath the Golden Gate Bridge, hidden away within one of the bunkers in Battery Park. The show was cut to the band's single "Wrong" and was accompanied by a behind the scenes edit along with two social media trailers. Additionally, SOAP oversaw all line production for the look book lifestyle shoot.
Flag & Anthem X Finish Ticket
Flag & Anthem X Finish Ticket Behind-the-Scenes
Flag & Anthem x Finish Ticket (Trailer)
Flag & Anthem X Finish Ticket (Teaser)
American DJ / Producer, Seven Lions, teamed up with the incredible Lynn Gunn (of PVRIS fame) to make the EDM smash "Lose Myself". Editing 4K video footage from his Webster Hall show in NYC, we incorporated vivid typography to create a fun and engaging lyric video.
Seven Lions - Lose Myself (Lyric Video) ft. Lynn Gunn
Photo Finish / Republic Records came to SOAP when they were looking for a lyric video to promote The Mowgli's fun-loving single, "I'm Good". We came up with a theme surrounding summertime and holiday postcards which portray the upbeat, sunny nature of both the band and their incredibly hooky song!
The Mowgli's - I'm Good (Lyric Video)
The Downtown Fiction
Fearless Records thought of SOAP when they were looking for a video campaign for The Downtown Fiction's "Losers and Kings" record release. Combining live action footage, stop motion visuals and animated typography, we created lyric videos for singles "Kiss My Friends" and "Cool Kids" as well as video visualizers for the entire album.
The Downtown Fiction - Kiss My Friends (Lyric Video)
The Downtown Fiction - Cool Kids (Lyric Video)
The Downtown Fiction - Hope I Die On A Saturday Night
Rocnation came to SOAP in search of a visual for actor turned R'n'B up-and-comer, "Mack Wilds" and his single "Crash". With a quick turnaround time due to the impending album release, they requested something smooth to match the sonic landscape of the record with a sprinkling of tasteful animation. We opted to use silhouetted images of models combined with a handwritten font that would appear both over their faces and around their bodies in a glow-in-the-dark fashion. We also incorporated some camera jitters and flickers with some slow pans and zooms to give the piece the feel of a modern hip hop video.
Mack Wilds - Crash (Lyric Video)
Anki Ft. Hicari
The awesome people at Enhanced Music in London were after something animated and 3D intensive, with a Porter Robinson flair, for this sugary sweet track by Anki Ft. Hicari and that's exactly what we did! Watch as Anki's 3D modeled logo floats and flies along to a constantly forming and eroding path of colorful waves and exploding particles.
Anki - Midnight (Official Lyric Video) Ft. Hicari
Universal Republic were in need of additional content for Hailee Steinfeld's "Love Myself" breakout campaign. Having teamed up with Vevo Lift, we created a throwback style, "Fun Facts" video brought to you by Mcdonald's "Music Never Stops".
Hailee Steinfeld - Love Myself (Fact Bubbles) (Vevo LIFT)
Kalin & Myles
This video was an absolute blast. With only 48 hours to put the production following the green light, we rallied to assemble fans, extras, dancers, a location and crew to create this fun, viral piece. The aim was to reflect the candid and unpretentious social media (Vine, Instagram) style content that the KAM fans knew and loved. Shooting solely on GoPro cameras, we threw an impromptu house party that saw Kalin and Myles performing the song throughout. Originally intended to be an unofficial piece of "viral" content, the video has become their number one performer with close to 15 millions views!
Kalin And Myles - Trampoline
New Zealand brother-sister duo "Broods" had just released their debut album "Evergreen" and were in need of video content for their campaign rollout. Capitol Records chose SOAP to create a lyric video for the band's heart-wrenching "Four Walls" track that incorporated a mixture of live footage with dynamic, animated lyrics that work their way in and around the performance.