Universal Music Group created WordPlay Lyrics, the premiere destination where popular music meets animation and artistry. This channel is geared to help viewers learn the lyrics and sing along to songs by favorite artists while watching a visual interpretation.
Conscious Creations
SOLUTIONS
STORY BOARDING
The fonts and colors able to be used for the first batch of videos were creative guidelines provided by UMG. These were 1 week turn arounds from concept to finished product so working fast was an understatement. With the creative direction guidance of Colton Lasseter, we produced story boards, character designs and animation reference to be approved.
CHARACTER DESIGN
Original character designs, illustrated elements and backgrounds were incorporated to create each video as a unique standalone artistic expression of the song.
CHARACTER ANIMATION
The approved animation style for each song was wonderfully expansive as our collaboration continued. We elevated our approach with more studio approval and leniency, exploring the core meanings of the songs and being able to express their meanings in a more impactful visual way.
Zach Dresler
Director Global Content & Channel Strategy
Client Experience
Chroma Souls is an incredible design company that made beautiful, fun, thought-provoking, and colorful animated lyric videos for us when I was at Universal Music Group. They were thorough in each step of the creative process and really worked with us under tight deadlines to makes sure we got the product that we were looking for.