Equal Sign by j-hope
2022
It’s always exciting to work alongside amazing artists. This time we had a chance to create a lyric video for the song ‘= (equal sign)’ a 5th track from jhope's first solo album ‘Jack in the Box’.
As the title implies, the song is about equality and although its main theme is serious the music itself has easy and chill vibes.
Overall, we kept the colors minimal, focusing on tactility of the letters to add an analogue and personal feel to their message. We used grainy backgrounds and some frames were done by hand. The main colors for the video came from the album color.
For the chorus, we had each letter going back and forth in a variety of types. Different types were mixed together to highlight the meaning of the song: that although things look different, we are all equal in the end.
We had fun working on this one, and hope to do more projects with brilliant artists (like j-hope!)
Client
Big Hit Music
Direction, Design & Animation