Having been deep in “Made On iPad” territory in 2021 with Olivia Rodrigo’s Brutal, we were raring to go when Apple reached out for a brand-new music video made exclusively on iPad – this time for the dynamic duo of Zedd and Maren Morris. We were asked to use the FlipAClip app to create dynamic, surrealist, emotive animations on top of a live-action video directed by Colin Read. Our goal was to capture Maren’s emotional journey from grief, to anger, to peace with only our animated additions, carrying the viewer through each identical loop of footage with a new evolution of metaphorical visuals. From collaborating on-set to creating inventive concepts, style frames, and full-sequence animation, our team of talented cel animators drew frame-by-frame over three and a half minutes of footage, building the energy and emotion to a crescendo in the third act of fully-cel-animated, explosively fantastical motion.
