Promo - Boyfriend

Fervid, stylistic ‘Boyfriend’ is our latest promotional work for Mabel, winner of the 2020 Brit Award for British Female Solo Artist.

Boyfriend sports a retrofuturistic look, for which we built the user interface of Mabel’s ‘Boyfriend Maker.’ “The original concept of creating a virtual environment of holographic glass around the performers was really cool. I felt that it had potential for adding a futuristic sci-fi quality, as well as harnessing the mid-'90s and '00s visuals of the MTV R&B and hip-hop generation,” said Sean Cooper, lead artist, who thanked director Isaac Rentz for his vision and creativity on this project.

This exciting job came to us with a tight turnaround in order to meet a deadline that we were more than happy to fulfill! “Our newest member of the 2D team here at Absolute — Edel Bane — did a great job handling a lot of work with such a tight schedule. With her invaluable help we were able to meet our delivery,” said Tom Clapp, one of the 2D artists charged with ploughing through a vast amount of cleanup.

We think the hard work paid off and it seems Mabel did too, telling MTV that Boyfriend succeeded in “making all my '90s Aaliyah dreams come true.”

Director: Isaac Rentz
Production Company: Kode Media
Executive Producer: Nathan Killham
Post Producer: Nathan Hoad
Motion Graphics Designers: Sean Cooper, Christine Peters, Lawrence Scanlon, Ric Comline
2D Artists: Tom Clapp, Edel Bane