Creativity

Graham Coxon: What'll It Take

Many people, one video.

Published on Mar 28, 2012

Editor's Pick

Graham Coxon taps into the minds of 85 people from 22 countries to create a new music video for "What It'll Take," directed by Ninian Doff. But while we've seen the idea play out before, most notably in 'Dancing,' by Matt Harding, Coxon takes the concept to a whole new level.

In "What It'll Take," crowdsourcing gets a twist, when post-production magic combines, not just collates, the actions of the 85 dancers into one big dancer, who has the head of one, the arms of another, the chest of yet another, and so on. The fans submitted their dances, and the actions were stitched together to create a multi-faceted "dance monster" that appears in a variety of scenes. And oh, the song is pretty good too.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Mar 28, 2012
Client:
Graham Coxon
Director:
Ninian Doff

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.