Synthetic Devotion is a playful upbeat song that draws from 2000s indie with a contemporary electronic twist, exploring the feelings and distortion of a night out and the synthetic love that comes with it. The music video presents the narrative of this evening, starting with the protagonist's travel to the event, and becomes more unnerving and psychedelic as the music progresses and as the protagonist becomes increasingly unhinged.

 

I was given the task of creating promotional assets and a logotype for the song name, to be used in pre-release promo and for the music video. A typeface was produced using graffiti methods to portray the chaotic, street aesthetic present in the video and referenced to in the song. This was then developed into a typographic visual, circular in reference to pills. This logotype balances between abstractionism and legibility, a reflection on the theme of distortion. For this reason, a more simple animation was produced for promotional purposes to ensure legibility of the song title, while the music video allowed greater freedom and emphasis on abstractionism. 

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Each animation was designed to coincide with the opening drums, to create greater cohesion between the music and visuals, and to emphasise the sense of a synthetic rush that sets the scene of the song narrative.

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This film was directed and edited by Isabelle Eyres @isabelleeyres and produced by Milo Stucker @milojamestucker

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