April 10, 2012

POSTED BY

Rafael Esquer

CATEGORY

Matchstick by Jeff Scher for American Royalty

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https://vimeo.com/37548094 We are on a mission to make your Tuesday brighter, so today we are sharing something fun and colorful by director Jeff Scher. The music video for Matchstick, a song by American Royalty, a new trio out of Los Angeles was painted using watercolors and water-soluble crayons on a …

We are on a mission to make your Tuesday brighter, so today we are sharing something fun and colorful by director Jeff Scher.

The music video for Matchstick, a song by American Royalty, a new trio out of Los Angeles was painted using watercolors and water-soluble crayons on a 3 foot long, three inches thin strips of paper. The result? A psychedelic, vibrant, fun experience that will make you want to see it again and again.

Jeff says about his process: “The style grew out of paintings I make for a pre-cinema Praxinoscope, which grew from experiments with painting on film. Matchstick was mostly painted frame at a time under a digital camera mounted on a traditional animation stand with a mechanical stage, which was used to keep the paper moving. The idea was to paint and draw abstract visuals, which could dance along to the psychedelic song…”

I first saw Jeff’s work years back, while creative director at Radical Media, when his reel ended up in my office. The moment I watched it, I was hooked. Very few directors bring such fresh energy in their work. Perhaps what I love is the idea of combining whimsical use of color with human made aesthetics. Throughout the years I’ve kept an eye on his short films and commercials. You might have seen it at the independent art movie house IFC center as it shows Jeff’s work before any screening.

It’s amazing what you can do with simple materials and complex imagination. Enjoy some of the winsome stills below.

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