ALERT: CONCEPT TO COMPLETION

by Alberto Parera

Ever since Hit-Boy and I teamed up in 2012 we've produced three videos for his artist "Audio Push", including my personal favorite for the record "Shine".

When Hit-Boy approached me with the opportunity to direct his latest video I knew it was time to take it up a notch. Hit provided me with some awesome themes based around the West Coast, the rest was up to my team and I.

Below are some tidbits from the making of "ALERT".

1ST PHASE: Original Storyboards. Initial boards were created 3 weeks before production and showcased what the intro might look like. Inspired by the album artwork for Dr. Dre's classic "The Chronic".

Pre-vizualization Animation. I created this animation to get the team excited about things to come. This was two weeks before production had started and was used to test out ideas for the intro. I mixed it up with some found footage of Hit-Boy and low-riders.

Final Storyboards, Behind The Scenes and End Result. Once production wrapped I was able to develop the final storyboards using the footage we shot. Me and Hit went back and forth until we both settled on the look. The gold 3D type was replaced with neon light type and the 3D speakers were removed in exchange for some palm trees.

You can also watch the behind the scenes video and finished product below.

FEATURED ON MAESTROKNOWS

by Alberto Parera

Had the honor of being featued on MAESTRO KNOWS. In this 3rd episode of Season 4, Maestro takes it back to the beginning and stops in to visit a few fellow creatives who are chasing after their Wild Rabbit in Los Angeles. First stop LAX with Bridget Kelly, then off to Nem Perez in Mid-City, over to Echo Park for Valerie Julian, and finally Downtown with Kyle Awtry.

FROM THE VAULT: ROCKIE FRESH 'NOBODY'

by Alberto Parera

This week my good friend Levi Maestro dropped by the studio to gain some insight on my process. While he was here I showed him some work I produced to make one of my most challenging videos, Rockie Fresh's NOBODY.

Below are some notes, written treatment, pre-visualization and references I used to make the video. Overall it took me close to 3 months to create the visual effects you see in the final piece. All Visual effects were achieved in After Effects. Shot on a Red EPIC.


TREATMENT

The "Nobody" video will be a kinetic version of the existing album artwork for Electric Highway. The color palet will be very vibrant and the video overall will have a very psychodelic & trippy feel to it. The space represents the 'Electric Highway' or the path one takes to make a journey through space & time to get to where he needs to go. Some would call this space a WORMHOLE or RABBITHOLE. It will be something the viewer can "zone out" to and play in the background as an ambient addition to the album artwork. Rockies silhouette will be present as he spits his verse to a mystery woman aka a dancer in the dark.

PRE-VIZ vs FINAL PRODUCT


ORIGINAL ASSETS CREATED FOR LOOK AND FEEL

VISUAL EFFECTS COMPOSITE


VISUAL REFERENCES FOR CLIENT


SHOOT DAY : BEHIND THE SCENES


In conclusion, creating a treatment like this is an effective way for the client to know exactly what will be delivered to them. My only regret is not straying far enough from my references. They say good artist steal but after the video was delivered I was a bit upset that the final product wasn't more unique in it's own sense. However, everyone loved it and to date it's still one of Rockie's most memorable and unique videos of his career.

VIC MENSA - YNSP

by Alberto Parera

YUNG NET SAVE PESO! YUNG NET SAVE PESO! YUNG NET SAVE PESO! YUNG NET SAVE PESO! YUNG NET SAVE PESO! YUNG NET SAVE PESO! YUNG NET SAVE PESO! YUNG NET SAVE PESO! YUNG NET SAVE PESO! YUNG NET SAVE PESO! YUNG NET SAVE PESO! YUNG NET SAVE PESO!

YNSP was shot in a Chicago Studio Summer 2013. Production took 4-5 hours on a shoestring budget. Post-production took under 2 months to complete for all of the effects and composites.