Blur and Gorrillaz frontman Damon Albarn collaborates with cutting edge menswear designer Aitor Throup in a video for his debut solo single Everyday Robots.
A debut solo album by Damon Albarn, released on XL Recordings, will hit streams and lonesome record shops on April 29th 2014. The first video for his title single sees him join forces with visual designer and director Aitor Throup, in a video which creates a digital portrait of the singer using CGI software and cranial scans. Throughout the video, the scans build, layer and unfold, in perfect sync with the music.
“The focus was to represent Damon Albarn as an individual: as a person and an artist, in the most direct way possible, showing the very tangible layers to his work, which merges authenticity and complexity with instant simplicity and a unique balance between nature and technology” says Throup.
Albarn explores the repetitive existence of modern human’s relationship with digital technology, likening our existence to robots. Taking inspiration from Albarn’s song lyrics, Throup’s interpretation of Albarn’s message for this album is “an individual statement on the loss of individuality through technology, done in a way that at the same time not only embraces it, but is dependent on it.’
For Throup the use of colour in the video marks a significant departure from his monochrome pallets which have become a common feature in his menswear collections.
You can watch the video below, accompanied with an interview with Aitor Throup, where he explains his creative process in more detail.