GusGus is an Icelandic electronic music collective founded in 1995, that has a well established cult following in Europe.
For the release of their tenth album, Mexico, GusGus commissioned karlssonwilker to direct their new visual strategy, which included their new identity, album cover, single covers, tour posters, merchandise, stage graphics among other print and digital materials.
Working together with Jan and Hjalti, we produced and created two music videos, Crossfade and Mexico.
The process included a two-day digital scanning session of the band members using a wide-range of software, video game engines, and topography-based programs that translated into hours of raw data to be re-invented, edited and re-programmed. For a five month period, I worked on exploring visual possibilities intersecting music, motion, color, shapes and movement. The result, is a window into this extensive library of visual explorations providing GusGus’s dance tracks with a hypnotizing digital visualization.
Like many other projects I have worked on, the experimental process was the engine leading the design to places we did not know existed.
“We cherish the path and use the result as the next beginning. With ‘Mexico,’ and ‘Crossfade’ if we were to start all over again, the outcome could be completely different. That’s the exciting part of this project, you almost want to re-do it just to see where the process leads you and learn something new. If we wanted, we could work on this video forever.”
After the music video, the experimental image library was used in every aspect of the album release. From posters, to the album art work, vinyl covers and stage graphics, which featured “left-over” motion graphics unused on the music videos.