Fitz and the Tantrums: Roll Up Music Video

Category: 2D/3D Animation

Client: Fitz and the Tantrums

TRT: 3:38

Fitz and the Tantrums is an American indie pop and neo soul band from Los Angeles, California. The band embraced their pop sound through the electrifyingly energizing music featured in their 3rd album. In an inter-populated world of people and monsters, Michael “Fitz” Fitzpatrick, appearing as Cupid, resorts to drastic measures when his arrows lose their effect. The unfolding video is interspersed with performances by Noelle Scaggs as a lonely vampire and the other band members Joe Karnes, James King, Jeremy Ruzumna, and John Wicks. Looking to evoke “Roll Up”’s lyrics of longing, desire, and loneliness to portray the effects of barriers people raise between one another in their own insecurities, Fitz wanted to show that these barriers are not as important as the isolation caused. Grasshorse director Steve Jennings felt the timing of the collaboration to be a form of kismet with having recently produced a mobile app as an outlet for kids to more comfortably talk about difficult issues. “It became the launching point for this video,” Jennings grinned, “a music video made of assets from a smartphone app warning people not to pay too much attention to smartphones. It seemed meant to be.”

It was important to the band that this video convey their deep sincerity and understanding about putting yourself out there. “They want their audience to know we all feel like monsters sometimes,” said producer Kathy Buxton.

Utilizing reusable assets from the mobile game and creating additional unique art to tell the story found throughout the “Roll Up” music video allowed Grasshorse to take on such an ambitious project of many moving elements with the studio’s 2D/3D hybrid animation techniques. Separating the performance between 2D and 3D animators allowed Grasshorse’s crew to create and animate more characters than they have in the past. “Typically for a 3 ½ minute piece we would have a maximum of 4-5 characters,” said Buxton. “We shattered that ceiling with a total of 17.”

Read more about the premiere of Fitz and the Tantrums music video for Roll Up on the Entertainment Weekly website. 

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