Ministry of Sound

The Client

Ministry of Sound Group is a global entertainment business, comprising recorded music. Over the last ten years, the label has established an exciting roster of contemporary talent, successfully launching the careers of acts including Erid Prydz, Example and Wretch 32. As a record label and music publisher, Ministry of Sound is well known for the regular albums and curated mixes it releases.

The Challenge

Ministry of Sound needed short video for a large YouTube pre-roll and TV campaign to promote their latest R&B mix and Running Trax album. They wanted the content to integrate footage from the music videos of artists featured in the mix and also make use of animation and motion graphics to give the content a contemporary feel.

Our Approach

We built custom motion graphics templates for each video. In the case of the R&B mix, we used glass like graphics, in reference to the famous glass-breaking sound effect. We then created transitions between the different music video footage which reflected the mix between the tracks.

For the Running Trax album, we wanted to create something high-energy and motivational. To do this, we integrated almost Matrix-like number counters and video game style graphics to create a feeling of being driven by the music and pushing yourself.

The Results

The campaign was regarded by Ministry of Sound as successful and re-edits of the animation were updated and used on a monthly basis to promote new content.