In October this year Drive created bespoke content for Labrinth’s performance of ‘Beneath Your Beautiful’, featuring Emeli Sandé. 24 hours later the single had shot to Number 1 and is now considered to be one of the most recognisable tracks of 2012.
Less than a month later Emeli Sandé and EMI turned to Drive to produce and design the show for her latest single ‘Clown’, performed live at the X Factor Final 2012.
Drive experimented with dropping different liquids into one another in different sized vessels then capturing the results by shooting at high-speed. The resulting visuals were then transferred into after effects and cinema 4d to create a visual pulse, that reflected the piano beats in the tune. The integration of lasers with this unique LED video content created a bespoke, beautiful and ethereal visual, that was born out of the song itself.
View the full show here on ITV Player, select ‘The X Factor’ and Emeli Sandé’s performance starts at 43:40.
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