Concert Screens CMA Festival | Designer & Animator
Agency: Mantra, Creative Director: Fred Salkind, Producer Anna Toonk
In 2010 & 2011, I worked with Mantra Design (now Fac5 at Broadway Video) to create performance screens for the Country Music Award Festival. I had the honor of designing and animating screens for Taylor Swift, Blake Shelton and Reba McEntire.
Each screen took about three weeks from concept to finish. We worked closely with the festival producers and musicians to get the right tone and pacing for each screen.
This is a performance screen for Taylor Swift's "Mean", created for the CMA Festival in 2011. I wanted my design to reflect the imagery in Taylor's music video for "Mean", but I wanted it to have a childlike quality, so I came up with the idea to resemble a puppet show with pop-up sets and simple movement. After all, I didn't want to distract from Ms. Swift's performance.
Unfortunately, the big wigs at IFPI will not allow me to post the finished video, so you'll have to do with the video in context, gifs and style frames.
Why you gotta be so mean?
The concept was to show an informational guide on the hillbilly lifestyle, as explained in the song. Unfortunately, due to the live nature of the song, the visuals weren't lining up with the tempo changes that Blake wanted to make last minute, so the screens were scrapped.
The concept was to use Reba's lyrics through traditional Western Wanted posters.