Fantastic Future Deluxe promo for Thom Yorke and Modeslektor's new single
- Date
- 11 May 2012
- Words
- Rob Alderson
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Despite hundreds of years in which to reach a consensus, there are certain issues that continue to divide humankind right down the middle. Are cats or dogs or better? Are artichokes delicious? Are puppets cool or creepy? I am firmly in the former camp of that last question, but even my admiration for all matters marionette is tested by this super-weird video for Modeslektor and Thom Yorke’s single This. Created by Brighton-based studio Future Deluxe, it’s a fabulously atmospheric few minutes mining that rich seam of unease about childhood toys. Then three minutes in it gets a bit animated on your ass (arse if British) taking the promo in a neat new direction. Impressive stuff.
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About the Author
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Rob Alderson is a freelance writer, editor and strategist. He was previously editor-in-chief of It’s Nice That and WePresent, and editor of Design Week. He publishes the newsletter Undo, which tries to make sense of how AI is changing design work, the design process and the design industry.