Motion Theory’s “Boom Boom Pow” For Black Eyed Peas
Earns Studio Second Grammy 

Oops, they did it again.  Motion Theory directors Mathew Cullen and Mark Kudsi have taken home the Grammy for Best Short Form Music Video, presented for an individual track or single promotional clip, for their work on The Black Eyed Peas’ hit “Boom Boom Pow.” The track is from the Interscope Records album The E.N.D. and was released in the spring of 2009. Last year, Motion Theory won in the same category for the video “Pork and Beans” from Weezer; the sole director credit on that clip went to Mathew Cullen.

Here’s how we described the most recent Grammy winner in the SourceEcreative newsletter from last May:

“For B.E.P., Motion Theory directors Mathew Cullen and Mark Kudsi deliverd a dynamically charged journey into the digital afterlife in the video for "Boom Boom Pow," the first single off of "The E.N.D." album. The studio worked closely with the band and its label, Interscope Records, to create a clip that illustrates a transformation from analog to digital.  The piece is a fast-paced trip almost back in time, it seems, shot in an environment that looks like classic decades-old visual effects updated for today, punctuated by patterned silhouettes, choreography, close-up performances and graphic icons such as mushroom clouds and hand grenades. Kudsi and Cullen worked with Motion Theory's designers, programmers, and visual effects artists, as well as facial animation company Image Metrics, to develop new animation techniques on the project. DP on the project was Jeff Cronenweth, with editorial from Doron Dor at String. Javier Jimenez was Motion Theory’s Executive Producer.

Additional credits go to Producers Anna Joseph and Patrick Nugent.

 Published February 1, 2010