What piece of Mill work do you see as the most pioneering & why?
It has to be creating the animated music video for ‘The Story of O.J.’, a track from Jay-Z’s visual album, 4:44. Jay-Z’s concept for the piece draws on the stylistic conventions of theatrical cartoons from the 1930s-40s and highlights the many prejudices and stereotypes of the era. Our artists realized Jay-Z’s vision using a combination of hand-drawn cel animation, graphics and painted backgrounds.
When approaching the project it was crucial that we asked ourselves questions such as ‘what’s the cultural context of what we’re making?’ and ‘What’s the methodology with which we’re going to create it?’ It was an honor for our team to bring Jay-Z’s vision to life. The music video has over one hundred million views on YouTube and was nominated for a Grammy.
Discover more about 30 Years of The Mill here. We would like to thank everyone who has been part of our history – our clients, our partners, our collaborators and our staff past and present. All of you have been central to making our first 30 years so extraordinary.
You can also Elizabeth Newman on Instagram @whatsupnotmuch.