VICE: THUMP IDENT

VICE: THUMP IDENTITY


Vice's music hub, THUMP, came to Bradley Munkowitz (GMUNK) with the task of rebranding their video bumper. Teaming up with Peter Clark and I, the three of us pulled deep from our bag of chemicals, metals, liquids and mirrors. The main identity concept utilized the unique metal, "Gallium". Gallium is special its low melting point of roughly 85 degrees F, allowing it to melt at body temperatures. After melting the metal we poured it into laser cut recesses in the shape of the THUMP logo. By placing a large speaker beneath the lasercut plate, we used custom built sine-wave frequencies to sync the cymatic reactions with the camera's frame-rate, thus achieving the time frozen formation look. 

 

GALLIUM BEAUTY STILLS


 

GALLIUM PROCESS STILLS


 

CYMATICS TEST FOOTAGE


 

MIRROR WEB


The second concept was a complicated web of security mirrors suspending with fishing line. The mirrors formed an inward facing shell around the THUMP letters cut from dichroic acrylic. Using a variety of lighting tricks, the letters where illuminated and reflected infinitely around the cocoon of mirrors. 

 
 

MIRROR WEB PROCESS


 

BEHIND THE SCENES EDIT


 

CREDITS LIST


Monarch of Mood: GMUNK
Gallant Knights of Gallium: Conor Grebel, Peter Clark
Duke of Photography: Devin Whetstone
Summoner of Light: Chris Galdes
Wizards of Wub: Conor Grebel, Peter Clark
Cavalry of Craft: Dakota Wilder, Mike Williams, Branden Paris
Video Butcher: Peter Clark
BTS Minstrel: Bedtimes
Production Kingdom: Madrone Studios