What does A Day To Remember, a sea of ramen noodles, cows with laser beam eyes, friendly clouds and singing poo have in common? They’re all part of director Drew Russ’ new video for “Right Back At It Again.” Released today, the animated video is clash of high-tech and low-fi meeting in the middle to deliver what could be the band’s most entertaining and expensive video yet (see below).
Russ, who counts Pierce The Veil, Sleeping with Sirens and Blessthefall among his friends and clients, is no stranger to A Day To Remember’s unique brand of humor. Having met them eons ago in their shared home town of Ocala, Florida, Russ produced local hard core shows which the band would often attend. Russ recalls turning his attention to film work and when he did, the band jumped on board as clients. “If I did something for them, the band was always quick to say, ‘This is our favorite thing!” Russ told Radio.com, “Just knowing what the guys wanted is what led to a good, creative relationship.”
“I’d rather do something fun and funny personally, but then they’re the type of band… they’re not afraid to look dumb on camera if it makes them looks like they’re real guys.”
“Where did the ramen noodles and singing poo come from? That was all me… getting weird,” chuckled Russ.
“I had been in the studio when they were recording so I heard the song and I was like, OK, I can see this now.” Russ recalled approaching singer Jeremy McKinnon with the concept. “Imagine Peter Gabriel’s “Sledge Hammer” video but seen from it was from a 16 year old boy’s perspective, with a wall full posters from big bands. Imagine that all coming to life. Then you have the Claymation poop.. “It’s like the Beach Boys meets the California Raisins. Some have peanuts, some have corn… When I pitched it, Jeremy says, ‘that’s perfect, we have to do it.’”
The stop-motion claymation was created by famed craftsmen, Robot Chicken, while the effects and animations were performed by a skilled team of animators and illustrators with Russ holding down editing duties.
“Overall, it’s gotta be crazy but the main thing is that it has to tell a story,” said Russ.
Russ went on to explain that the created juices are still flowing like mad between he and the band and that he could see some type of on-going reality show or documentary series developing out of this concept. Now, that would be a treat.. or disgusting… or entertaining… or all of the above.