Ice Cube was especially interested in exploring a psychedelic approach in his “New Funkadelic” music video. To achieve this we rolled out a series of look development and motion concepts and ended up with some really fun looks.
While exploring psychedelic visualizations was not a new concept for us, in the previous work we’d been a bit more subtle. Having said that, we always jump at the opportunity to create a maximalist approach to mind-expansive visuals especially for an OG like Cube. Nothing micro about this dose.