Bristol, UK-based animator RUFFMERCY first appeared on my radar in 2012, when his illustrations appeared in ScHoolboy Q’s “THere He Go” visual, a run of spirited orange lettering and shapes, which brought more life to the video.
Since then, RUFFMERCY’s animation skills have popped up again and again in some of my favorite videos, like Run The Jewels’ self-titled song, or Young Thug, Freddie Gibbs and A$AP Ferg’s collaborative track “Old English.” The latter is hands down, one of my all-time favorite music videos.
So, to have RUFFMERCY pair up with Chicago-based, SaveMoney producer Thelonious Martin is pretty legendary. Today, Thelo released the visual for his song “Infomercial,” off his forthcoming project Late Night Programming, which is slated for release on October 21.
Aptly titled, the instrumental intersperses soulful samples with audio clips from infomercials that most likely air only on late night television. RUFFMERCY does his thing, per usual, providing a psychedelic, collaged, animated collection of imagery, with Thelo appearing in the middle, playing an MPC. The track, visual, and mock call-in number (1-800-L8-NIGHT) fit right in with Late Night Programming’s television theme, and is, at times, wistfully sentimental.
How often did you gleefully stay up past your bedtime, and to your dismay, the only thing on TV were infomercials? Then again, if infomercials really were this trippy, I probably would have paid them a lot more mind.
By Tara Mahadevan. Follow her on Twitter.
Photo Credit: YouTube