Posted 5th August 2011
“We are The Found Collective, also known as FND and were responsible for producing and directing the “Swagger Jagger” video which has kept us busy for the past few months.
Swagger Jagger involved many different aspects and as such there was a lot of collaboration, which is just the way we like it. Firstly we worked closely with the guys over at Studio Output and we also teamed up animation and visual effects studio Mainframe. There’s also a strong street dance vibe to the video and were really lucky to be able to get Tommy Franzen onboard to create the “Swagger Jagger” choreography. Tommy is a super talented bboy in his own right and so was able to source some really amazing breakdancers for the video, it was a real pleasure working with him.
The video was shot over two days. On the first day we had two stages, one green to create all of Cher’s CGI-based performance and the other a massive black glossy set for her to perform her dance choreography.On the second day we had to shoot Cher’s performance to camera as she struts down the street for the beginning of the video. At the time the track was top secret and it was nerve racking to blast it out over the speakers to the world! Yet again though Cher was fantastic and incredibly professional, taking it all in her stride. After filming the street scenes we moved on to the big party scene at night. This is where is got really fun and Cher was in her element - we ran it like a big party and had a lot of fun!
Once the shoots were completed we then spent a long month working on the visual effects and animation over at Mainframe. We had designed several different looks for the video and over there were over 200 shots that needed special effects! Mainframe rose to the challenge and did an amazing job of completing everything under a very tight deadline.
All in all, making the “Swagger Jagger” video was a huge undertaking but ultimately also hugely rewarding. Thanks to all! FND is a shoreditch based collective that aims to create collaboration between the best talented freelancers, artists and small businesses in the creative sector. We work across a wide range of different projects and mediums, our music video credits include for Ladytron, Depeche Mode, Pendulum and now Cher!
Find out more at www.thefoundcollective.com.
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