Psyop Explodes Some Colour into House of Marley Campaign

Music is a powerful force - it’s a universal language that can stir the senses and provoke emotions. It’s a uniting factor. It’s a story being told.

Psyop Creative Director Gerald Ding teamed up with The House of Marley to celebrate this ideology in “The Get Together,” House of Marley’s announcement spot for the brand’s latest addition to their line of high end audio systems.

“We wanted to make a film that characterized music and its effect over people — how one becomes many, how positivity becomes larger and how you can share that growth. Portraying this message was important to me,” commented Psyop Creative Director Gerald Ding. “We wanted to show how a song can bring together friends and strangers alike, and how a good vibe can multiply from one person and grow into a whole block party.”

The House of Marley team spent six days in Kingston, Jamaica, scouting for the right talent and locations. Each day, eager crowds would follow the crew, buzzing over the film, openly receptive to the message the team was crafting.

The local actors gladly performed their routines, proudly welcoming the film crew into their neighborhoods, homes and businesses. The story of the local marching band on their way to practice was shot in Maryland. Almost instantly, the sound of the group moving to their own beat and playing their own songs drew a huge crowd from seemingly nowhere. The barber shop owner in Trench Town extended endless humor and hospitality, and in Rose Town, hoards of young children ran beside the crew’s tiny pickup truck, keeping up the pace as the team shot BMX tricks late into the night.

Using a combination of live action and 2D cell animation defined the spot’s overarching mood and helped illustrate the characters’ imaginations, adding a playful layer to each scenario.

“We wanted to create an emotional thread between the visuals and how the characters were feeling, and how they imagined themselves,” said Ding.

For the final touch, Psyop created the stylized look and color pallet of the spot and fine tuned the camera speed to match the film’s mood,  ultimately bringing the entire story together.