THE HALLUCI NATION – VISUAL ROLLOUT
Objective
When A Tribe Called Red was ready to rebrand as The Halluci Nation, we wanted to create an elevated EPK (electronic press kit), that would tell the story of where they came from, and where they’re going. To launch their new album, One More Saturday Night, they needed: album artwork, music videos, promotional photos, social media content and 3 x 30 minute virtual sets.
These were all major parts of the roll out, and allowed us to shape the creative across a larger rebranding. The EPK would become a short documentary and the visual centerpiece of the launch, incorporating elements from the entire portfolio of work.
Director Jon Riera interviews Bear Witness and 2oolman.
Scene from EPK.
Approach
We had been filming music videos, tours and social content for the group for 8 years at this point, meaning we had a library of historic footage to draw from. To tie this all together we built an in-studio interview set inspired by all the musical and pop culture passions of the band. Through interviewing the band we were able to build a cohesive narrative told from a unified voice that would connect the past, to the present, to the future.
We doubled down on shooting the Music Video for Remember 01, the first single to have The Halluci Nation banner, by shooting the images that would become the album cover as part of the video. All of this content was used in the final EPK.
Scene from It’s Over music video.
Clip from one of the virtual performance sets.
Outcome
The Halluci Nation – One More Saturday Night released July 30 2021 to critical acclaim. It’s since been nominated for Best Dance Recording at the 2022 Juno’s.
We Are The Halluci Nation – Mini Doc
Remember 01 – Music Video
Song Breakdown – Ba Na Na
MACHEL MONTANO – FAST WINE
DIRECTOR: Jon Riera
PRODUCER: Che Kothari & Lorraine O’Connor
CINEMATOGRAPHER: Michael Reid
EDITOR: Dan LeMoyne
COLOURIST: Clinton Holmouth
SOUND: Connor Illsley
HARRISON – MUSTANG
