This 5 Seconds of Summer lyric video for "Don't Wait" recently won MTV VMA's inaugural Best Lyric Video thanks to over 78 million votes, thus proving that kids like to read and vote. Who knew?
The clip is essentially a Pop comic homage — splitting the difference, maybe, between Lichtenstein and Kirby — created in After Effects.
Sophia Ray, director, Nice&Polite: “The 5 Seconds of Summer guys are heroes to so many of their fans out there, the graphic style of comic book heroes really seemed to fit them well. The band is so well-loved, I’m delighted to have done their music justice, and the public enjoyed it so much.”
Ross Anderson, managing director, Nice&Polite: “We work closely with the band and their management, across all their video content, which is great because they are so open to creative interpretations. We’re thrilled with the recognition from MTV and the voting public. Lyric videos are often seen as the poor relations to music videos, Sophia’s direction of Don’t Stop shows how they can be showstoppers in their own right.”
