X Factor Live Final show for Emeli Sandé

Drive designed and produced the content for Emeli Sandé’s performance on the X Factor Live Final.

Working with the artist for the second time on the X Factor, Drive explored new ways of bringing her music and performance to life in a visually arresting, impactful creative concept.

Drive filmed the effects of mixing different types of liquids in different sized vessels, the footage of which was then brought into After Effects and manipulated so that the ink blots could be manipulated into specific patterns and movements to act as a visual accompaniment to the piano that features heavily on the track.

During the song’s crescendo, Drive layered in four 30-watt multicolour lasers to create elegant and striking beams of light emanating from the piano, filling the stage with glycerine-based smoke effects to provide a swirling ink storm within the laser beams.

The concept behind the three-minute show was that the visuals, from the perspective of the audience at home, would look as if they were pulsing from the piano itself, creating an ethereal feel that brought the artist and her instrument into dramatic focus.

IMPACT

24 hours later Emeli Sande’s album moved from number 7 to number 6 in the album charts.

A global audience of over 12.5 million viewers