Behind the Scenes

UNTOUCHABLE.

Synopsis

A breakout single from the controversial and prolific rapper NBA Youngboy; Untouchable is a song about the struggles he’s faced throughout his young life and the success he’s earned by overcoming it. In this project, I created a lyric video for the opening verse.

This project was one of my favorites as I have a passion for music and was able to create something for one of my favorite musical artists.

Artists

Lead Design

Aubrianna Pahl

Toolbox

Final Stills

Phase One

Ideating

After taking a closer and more analytic look at the song's lyrics, I worked towards building multiple moodboards that led me to 3 distinct style directions. The first moodboard hones in on the struggle the artist has experienced, using darker tones, bold typography, and black and white imagery to communicate that message. The second rather turns away from that messaging, relating the idea of winning and overcoming obstacles with the sport of basketball, which is represented in the cover art for the single. Lastly, the third captures the essence of becoming untouchable, focusing on the elements that seemingly make you untouchable such as money, fame, and eternal life.

Phase Two

Sketching

As the song discusses and evokes various emotions, I felt it would be best to use that as a driving device for the direction of the lyric video. In doing so, I combined elements of all three moodboards in order to communicate the full story and range of feelings the song produces.

Phase Three

Storyboarding

Being a lyric video, the primary visual had to be led by typography. In order to put emphasis on certain words or lines along with connecting them to the story, I used a lot of personification to help lead the animations and transition between segments while creating the video.