17 Going Under
“Go see it! You will be amazed and enthralled!”
"Backed by images of those whose lives he sings about, when he gazes upwards during The Borders’ line “she took those pills and now she’s gone”, it feels personal."
Rock star and working class hero. Not many acts can sell out an arena like Sam Fender. FRAY Studio joined Sam for his 2022 arena tour, visually bringing his music to life through the video and content design.
Representing Sam and his lyrics in a way that matched the rocky, raw & honest feeling of his music, we visualised dark & sombre themes in a way that worked to elevate the story without dominating it.
The show was part live cameras and part animated content. With a strict colour palette and minimal textures we created a unique but consistent-looking show. By carefully considering how the video content related to Sam Tozer’s set and it’s positioning throughout the show, we contrasted moments that felt enclosed and intense with moments which felt open and expansive depending on the needs of the specific songs.
Read more about the process of making the show here.
Concept: Adam Young, Finn Ross, Letty Fox, Grace Arnott-Hayes & Norvydas Genys
Animators: Adam Young, Letty Fox, Andrea Scott, Grace Arnott-Hayes & Laura Perrett.
Notch Design: Kira O’Brien
Photos by: Joe Okpako, Chloe Hashemi, Cara Kealy, SquaMatthew, samneill.photo, Robert Barrett
Production Design: Sam Tozer
Lighting Director: Luke Avery
Video Design: FRAY Studio
Camera Director: Charlie Woods
Production Management: Nub sounds
Kit supplied by: Adlib
Video Programming: Ashley Ball
167-169 Great Portland Street,
London, W1W 5PF
Tel: +44 (0)20 3637 3111
Drop us a line!