Universal Production Music Visualizer
Client: Universal Production Music (UPM)
Objective:
My goal was to create a 10-15 sec visualizer of a new release track from Universal Production Music to promote the site’s extensive library to younger music producers.
The Research
Formerly known as Killer Tracks, Universal Production Music was founded in Hollywood, California, in 1989 with an original catalog of 30 CDs. Today, the UPM's catalog contains over 2,000 CDs of music from 21 global libraries.
My Audience
Younger music producers and creatives (25-35) looking for tracks to use in various projects.
Any potential recruiters or employers, as well as those interested in making connections for future freelance opportunities.
Final Animation
Album Cover & Website Art Mockup
Initial Concepts
Highlighting contrasting textures and posterized video effects, I aimed to capture classic Americana imagery to complement the Southern/Western soundtrack I selected. Rich golden-yellow tones embody the warmth of the sun, paired with expansive skies and scenes from rodeos.
Direction 01: Grunge Western
Direction 02 : Pixel Desert
Building on the digital elements of my track, this approach applies a pixelized filter over a desert landscape, capturing the essence of the Southwest US.
This design direction follows a narrative arc, where cows are abducted by aliens to transition from the track’s western pop themes into digital elements. They’re transported to a spaceship rave, resulting with the UPM logo emerging in a crop circle.
This pitch was chosen by art directors/professors when all directions were presented as three different conceptual ideas, though it needed some refinement to the design and animation ideas.