Brief
Dua Lipa approached us with the concept of creating a 2D animated world inspired by the ‘70s disco heyday; the wacky characters, different rooms, diverse color palettes and a sense of never knowing which direction the psychedelic journey will take you on.
Approach
We wanted the video to feel like you are on a rollercoaster with a sense of constant forward-motion. There is the tingle of anticipation in the beginning, then multiple ups and downs, before you burst out at the end, triumphant. The project also took place throughout global lockdown, which added a creative challenge. To make sure each section felt authentic, we incorporated true-to-life details such as her dream scenario of hanging out in a flower field and dancing with her pet pygmy goats, through to falling into her genuine nightmare... clowns. The attention to detail was crucial.
Impact
Inspired by the disco aesthetic of Studio 54 in the ‘70s and cartoons from multiple iconic eras, the end result is a psychedelic animation extravaganza. 'Hallucinate' has since racked up over 9.4 million views on Dua Lipa’s YouTube channel.
At The Mill this was an incredible collaboration with everyone involved. Rustam Hasanov, Lead Character Designer, created Dua’s animated character. Sidney Tan, Art Director, led the opposing worlds of the ‘dream’ and ‘nightmare’ mandala sequences. The team at Titmouse animated the characters and backgrounds, ensuring a cohesive look throughout. There was even the addition of sound effects to the track, adding a 360 experience and making the immersive creative further enhanced. “
Elizabeth Newman, Executive Producer, comments, “We were thrilled to collaborate with an artist as creative and celebrated as Dua Lipa! The collaboration with Dua herself and her team was so exciting – getting to visualize and bring to life all of the various ideas was such a creatively fulfilling experience all around!”