Benee - Bagels
Kiwi artist BENEE’s latest track was created to support young people during moments of anxiety. In collaboration with New Zealand mental health charity Youthline and leading neuroscientists, Assembly was approached to craft a scientifically designed music video and campaign tailored to ease anxious feelings.
The video itself was developed with a research-backed approach, using visual elements designed to have a calming effect. Drawing from the principles of EMDR (Eye Movement Desensitization and Reprocessing), horizontal eye movement—a key technique for reducing stress—is intentionally woven into every scene. I had the opportunity to work alongside an incredible team, contributing to the concept, design, animation, and compositing of this meaningful and rewarding project.
Below are some images from the concept and design phase of the project. Colors were incredibly important to this
Below is an overview of the creation process and the scientific principles underlying the video, focusing on how rapid eye movement and specific frequencies can contribute to reducing anxiety in young adults.
Role: Design, Animation, Compositing
Produced at: Assembly
Directed by: Matt Von Trott