Entertainment Company COMPULSORY Signs Animation Studio CRUX
Animation studio CRUX partner with COMPULSORY for worldwide representation in music video and commercial.
CRUX are a Bordeaux based animation studio specialising in creating 2D worlds with boundless imagination. Their first collaboration with COMPULSORY for Cafune ‘Tek It’ landed them a UKMVA nomination in the Best Rock Newcomer category. Taking inspiration from 80’s anime, the video depicts a smitten cat borderline obsessed with her owner in a retro-futuristic, psychedelic dreamscape.
CRUX is a full service animation studio, but their heart lies in 2D, crafting explosive narratives and amplifying a brand’s message through character work, movement and colour. They bring 19 years experience of working in the industry before opening their own doors in 2019.
In commercials they are working with the world’s biggest brands, most recently launching an electrifying logo piece for Coca-Cola in their signature style. For this they led the 2D FX animation and design. Their portfolio of completely animated work is also supported by a collection of semi-animated/live action hybrid films often completed as collaborations with live action directors. As with their stand out series for Adobe featuring Lil Nas X. In their series the viewer sees Lil Nas X as his live action self, as well as multi versions in an animated universe, to express the message to be yourself and embrace your creativity. CRUX added their own character to design to not just Lil Nas X but also many charming animal characters in the piece.
CRUX said of their own work: “We believe that every single frame has a purpose to serve. From the first draft of the scenario to the final touch we put our love of craft in everything we do. we push the boundaries of animation to tell stories that audiences won’t forget.“
COMPULSORY’s Stephanie Walton added “CRUX represents to us a fresh voice in animation, their ability to craft bold imagination with years of experience makes them the perfect collaborator for brands and artists wishing to tell a story through this medium.”
