Common developed the album artwork and the TVC, Mark art directing and directing both from concept to completion. Using the idea of the transitioning form of ice as it melts we created a story out of the classic logo both in print and motion.
Common was asked to develop the creative theme of the album cover alongside the TVC: we built an ice sculpture out of the classic MoS logo and simultaneously shot video and stills in a controlled environment of the sculpture melting over a nine-hour period capturing beautiful nuances of melting ice, dissipating logo forms and natural form shifting. Then reversed the footage to show the sculpture creating itself, with cameras locked off around the sculpture to capture all the beautiful moments throughout the day. We then matte painted the background sunset and merged the two with the help of Starchild media as DoP and compositor.