It’s turning into an unexpected week of musical delights here at BBH Labs. After the success of BBH New York’s work on the new Oasis LP launch, awarded Titanium at Cannes last weekend, comes something equally close to home.

Just launched today is some work for the band Sour, directed and produced by Hal Kirkland, Masa Kawamura (BBH New York), & their buddies Magico Nakamura & Masayoshi Nakamura.


We caught up with Hal & Masa (in between all their awesome work on paying client briefs) & they explained how the project came together. We we’re particularly struck by the challenge of starting with a budget of $0. Makes you think differently.

The project initially had a few challenges. The first was the nonexistent budget. The second involved the inability of the directors to film the band members LIVE, due to the band living in Tokyo and the Directors living in New York. On top of this they had their day jobs at BBH to contend with.

Rather than hinder the ideas, this ironically provided the framework from which the idea was born. Webcams as a medium were chosen because these days everyone has seems to have one. Sour also had a relatively strong fan base that paid constant visits to their fan site.

A message was sent out from there to ask fans to volunteer for the new music video. The production was inundated with responses from people all over the world the most surprising being a fan from a small town in Portugal.

The next few months were spent choreographing the performance. This was primarily done by the directors literally acting out and filming every part themselves so as to a detailed animatic, that in-turn would make it easier for their friends online to follow.

Once that was buttoned down the filming of over 80 people began. The directors wanted the action to be created from timed choreography to give it a more realistic feel and to make it more human. Relying on editing alone would have taken away the charm and from the spectacle of the coordination of so many individuals.

In case you’re curious, the song is about discovering your own color or voice in this world. It speaks of embracing your individuality in order to embrace what the rest of the world has to offer. So the use of the webcam and the idea of capturing people’s individual expressions as they collaborate to make a greater whole, made a lot of sense. We love it – the perfect way to start a long, sunny Independence Day weekend.

About Sour

Sour is a Japanese post-rock band formed in spring 2002 by hoshijima (gut guitar/voice), Sohey (eub/bass), KENNNNN (drums/toys). They have released 3 albums to date, and the track used in this video is called ‘Hibi no Neiro (Tone of Everyday)’ which is the lead single to their first mini album ‘Water Flavor EP’ released on July 24 2009. For more information about the band, please visit their website:

Here are some previous music videos that Hal & Masa have done for them:
‘Hangetsu (Half Moon)’:
‘Omokage no Saki (Beyond your memory)’:

Masa Kawamura –
Hal Kirkland –
Magico Nakamura –
Masayoshi Nakamura