- Art Direction
- CGI / Animation
After nearly a decade as frontwoman of post-punk band Savages, Jehnny Beth released her debut solo album, ‘To Love Is To Live’. Tom Hingston was invited to collaborate on the art direction and campaign for this exciting release.
The record is rooted in an encounter of two alter egos – the male and female – exploring pleasure, power and transformation – religious and mythological iconography play a central role throughout the campaign. The embodiment of different voices and the notion of embracing masculine and feminine identities provided our initial starting point. The HS team spent time researching artists who have studied and celebrated the physical form, these included great Renaissance and Flemish sculptors such as Cellini and Giambolgona, as well as image makers Leni Riefenstahl (her study of the Nuba tribes) and George Platt Lynes.
Harnessing the power of body language, we collaborated with Choreographer, Natricia Bernard, to create a sequence of poses, shapes and compositions that explored a spectrum of human emotion. Using a process of 3D scanning to capture Beth’s physical form enabled us to manipulate and render the figures in any conceivable material – the marmoreal flesh of classical sculpture thus becomes Beth’s own, complete with tattoos and her signature jewellery.
The campaign extended into the video for ‘We Will Sin Together’. Over five individual scenes, subtle references to a specific moment in Catholic, Roman and Greek narratives are made – the Virgin Mary; Cupid and Psyche; Pluto and Proserpina; Michael and Lucifer; and Satyr and Hermaphroditus. ‘WWST combined the 3D capture of Beth taken from the original album session, combined with motion capture shot in March 2020. The entire film was finished over a three month period of lockdown, with the team working remotely between London, Paris and Tokyo.
Created by: Hingston Studio
Directors: Tom Hingston and Markus Lehtonen at Hingston Studio
CG DoP: Markus Lehtonen at Hingston Studio
3D/CG Motion Design: Markus Lehtonen at Hingston Studio
Choreography: Natricia Bernard
Dancers: Stevie Mohaney and Mina Neighbour
Editor: Markus Lehtonen at Hingston Studio
Colourist: Duncan Horn at Process
Target3d Director: Ashley Keeler
Technical Artist: Sam Lawrence
Mocap Technician: Petros De Doncker
Mocap Technician: Harry Piercy
3D Scanning: Sample&Hold, Sam Jackson and Chris Cornish
“We spent time researching individuals who have studied and celebrated the physical form, and most importantly those who have immortalised human figures through their work – for instance the great Renaissance and Flemish sculptors such as Cellini and Giambolgona. Specifically how they had reinterpreted the human form through stone or marble and the behaviour of that material. We also referenced image makers such as the German photographer, Leni Riefenstahl (her study of the Nuba tribes) and George Platt Lynes.” Tom Hingston