Work / Animation

Uncle Ginger makes its first foray into music videos with Luke Sital-Singh’s ‘The Last Day’

For the latest single from Luke Sital-Singh, animation studio Uncle Ginger has responded to the song – The Last Day, an imagining of Luke’s last day alive – with a video that “captures the intimacy, sincerity and raw nature of the lyrics, while not literally representing every word”, says Uncle Ginger.

“We hope that our approach leaves the film open to interpretation” Uncle Ginger’s Hugh Cowling and Owen Gent tell It’s Nice That. “We knew from the start that we didn’t want to depict any direct suggestions of character”, explains the creatives. “The figures in the film were influenced by Henry Moore’s figurative sculptures and the beautiful work of Patrick Atkins.” Each element from the film is hand-drawn, “frame-by-frame in charcoal”, and each drawing was then edited and looped before all the elements got brought together in After Effects. “It took us four weeks to produce the animation from first hearing the song through to producing the final animation. We used a subdued and limited colour palette to echo the tone and timbre of the song” Hugh and Owen say.

The Last Day is Uncle Ginger’s first music video, but they were confident from their first listen that “our narrative style and aesthetic would complement the pace and feel of the track”. “There’s a use of metaphor and a sense of the untold that naturally emerges in our work, and The Last Day was a perfect platform to explore that approach further.”

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Uncle Ginger: The Last Day, Luke Sital-Singh

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Uncle Ginger: The Last Day, Luke Sital-Singh

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Uncle Ginger: The Last Day, Luke Sital-Singh

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Uncle Ginger: The Last Day, Luke Sital-Singh

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Uncle Ginger: The Last Day, Luke Sital-Singh

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Uncle Ginger: The Last Day, Luke Sital-Singh

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Uncle Ginger: The Last Day, Luke Sital-Singh