KUALA LUMPUR, Feb 13 — We’ve gotten used to ‘made on iPhone’ features but Apple wants to remind us the iPad is more than a consumption device... in the right hands.
This time illustrator Loreta Isac puts her skills to work for the lyric video of Sam Smith’s Lose You.
Lyric videos have become a trend of late — a way to put songs up on YouTube prior to/instead of a fully shot video.
In the past, lyric videos were created by fans but now musicians from Beyoncé to Lewis Capaldi have used the medium as a creative way to showcase their work on YouTube.
Isac said she created the art (stills and animation) used in the video entirely on the very popular iPad app Procreate.
She said, in an Instagram “behind the scenes” post about the video: “The lyrics feel like an ode to someone who is ready to do what’s right for love. So the visual story is a dance between reality and imagination.”
The video uses a palette that revolves around a deep, moody blue that is dreamlike and surreal, in contrast to the steady electronic beat of the song.
It’s also a testament to how music video production these days has evolved beyond complicated setups to being able to be produced entirely on tablets with the help of modern apps.
Besides Procreate, Isac also used the Alight Motion app to create and edit the video.
You can watch the newly-released music video below:
