Strength is a song about who the strong ones actually are. It sets those born without privilege (still fighting to make things better, sometimes just to get through the day) against those born into comfort whose only concern is their own wellbeing and how they look online. The band's answer is not ambiguous: they stand with ordinary people.
The video had to hold that without illustrating it, so it goes to the imagery of natural force: elements in constant motion, dissolving into one another, never settling. Nothing polished, nothing still. The strength in the piece is the kind that comes from weathering things, not from being spared them.
Process & Techniques
The footage is a mix of AI-generated material and work built in After Effects and Cinema 4D. What ties it together is the treatment: everything is taken to black and white and run through a vertical line pattern, so it reads as halftone print rather than video.
That single decision does most of the work. It gives the piece a stop-motion, printed feel, closer to illustration than to footage, and closer to something made by hand than something rendered. That mattered here: a song about ordinary people had no business looking slick. It also places the video inside the same visual world as the album cover and the rest of Luback's imagery. What comes out is a mass of living, organic textures bleeding into each other, with the lyrics moving through them.
More about the work with Luback and their new album here. Including the Cover Design for "Strength".
Credits
Design, Animation & Art Direction: Alberto Martín Paz
Artist: Luback
Thanks!
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