You might recognise Rudo Company’s animation style from a video clip they created for Fer Suniga and Siamés last year. Currently at 57 million views on YouTube, it will come as little surprise that Siamés came back to Rudo Company’s directors Pablo Rafael Rodán and Ezequiel Torres for more. Mr Fear was Pablo’s favourite song on Siamés’ new album, and so the story boarding and animation process began.
“Our process is messy!” Pablo tells It’s Nice That. “It is only our second experience with such a long project. We are still learning,” he continues. When approaching a new project, and specifically a music video, Pablo looks for references, watches movies, fully immersing himself in the story of the song to understand the layers of information given. “We like to have the opportunity to tell something in our video clips,” says Pablo. “We want it to be more than just a visual sensation.”
Mr Fear discusses the concept of fear through animation, building a narrative around two protagonists. The approach is colourful, playful and gloriously fun. It was a long process though, we hear from Rudo Company, taking in excess of a year to expertly create it. First, they defined the story, tested the characters and designs and only then did the animation stage take place.
“We came up against a lot of challenges,” Pablo admits. “Working with a big team is always a challenge, but finishing it was the biggest challenge… being highly satisfied with the final render was another! At first, we felt a lot of pressure, as expectations were high.” Siamés supported Rudo Company with their confidence that this clip would be even better than the studio’s last for the band. Pablo and his team did not disappoint. “The fans of the bands are already super excited,” he enthuses.
“It was something completely new, it was our biggest work experience, in terms of time and teamwork,” Pablo tells us. “It’s a new direction for us, we like to work on non-commercial, narrative projects. We are trying to grow in that area as a studio.” The story for Mr Fear is told through a series of vignettes, featuring hidden messages and wild costumes. “We like, first and foremost, to tell stories,” he tells us of Rudo Company. “We want to continue doing it, we are interested in following the video clip format and also more experimental ones. We hope the video will help us open up those possibilities.” We’re certain it shall.