Rock N'F'N Roll History in the Making

KENSINGTON, U.K. - Sept. 8, 2021 - PRLog -- "I just wanted to smash the audience's eyeballs with this one.. really putting it front and centre at the show, to mark the momentous occasion of the new release." said Dan Potter, Co-owner and Executive Creative Director for London-based content creation agency, Creative Works, on developing the show content for Guns N' Roses newly released track 'ABSUЯD'.

Creative Works specialises in Universal Content Creation™ using real-time creation tools, creating resolution independent content that can quickly be translated from live shows to social media, to video to print. Working closely with the Guns N' Roses band manager, Creative Works have developed high impact show content for the band's Live Show tours, social media and online music videos since 2013.

ABSUЯD is the first new single released by Guns N' Roses original band members for 27 years and the first new release since the 2008 Chinese Democracy album. Creative Works needed a concept that was relatively quick to produce in order to feature the new single on the screens for the North American Tour, while needing it to be hard hitting with huge visual impact on stage.

Taking the dark nature behind the lyrics and high intensity punk rock vibe to the music, Dan Potter set to work creating concepts that encapsulated a beautiful turned ugly, toxic, screaming banshee / medusa head, starting off low key to sit alongside the long abstract intro and exploding into the chorus. Team member and 3D artist extraordinaire,  Mike Wilson then used Unreal Engine 5 to develop the animation. Using a high resolution face scan, Mike morphed it between different expressions, adding twitches and textures to the skin and eyes, rigging the face and snakes so they all moved randomly.

"Our content can be played almost like an instrument," said Dan Potter, responsible for Creative Works creative and technical approach. "As soon as I felt real-time content creation was a thing for us production-wise, we started testing it in real-world project situations. What captivated me was the near-infinite control you can have over the content, as it can be set up to be played out in the same way Duff or Slash can riff on the guitar, developing a show that is dynamic and flexible."

Creative Works' strategy is to leverage the capabilities of modern tools to create content that works seamlessly everywhere. Using Unreal Engine, Creative Works are able to produce high quality content at high speed, which is crucial in an industry that often demands incredibly tight timelines.

Watch the ABSUЯD music video here:
https://youtu.be/Qx3RfdAdCpQ



See ABSUЯD played live in Boston here:
https://vimeo.com/583202062/9b8e7d5a97