Tanner Groehler
Multimedia Designer

MF DOOM x Super 7

Spring 2023  | Photography + Motion Design, Digital Marketing Campaign

In the spring of 2023, I was asked to create a marketing campaign for a collaboration between lifestyle collectibles brand Super 7, the estate of MF DOOM, and Rhymesayers Entertainment. They were releasing a limited run of 3.85-inch articulated figures inspired by MF DOOM’s "Operation: Doomsday" artwork. 

It was important to highlight every detail of the figure to showcase the level of detail that went into it. This included the shoes, microphone, and mask. 

We also wanted to bring the cover art of "Operation: Doomsday" to life and incorporate it into the campaign - recontextualizing it for new and old fans alike. 

I knew I wanted a sequence of the figure spinning around to show the full body and detail work. Only having my iPhone and the few lamps around the house, which I could steal to light it, there was a lot of trial and error. In the end, I shot somewhere north of 600 images and a lot of failed video attempts. 

I set up a “copy stand” (although it feels generous to call it that) in my kitchen and shot several stop-motion sequences, rotating the figure a few degrees at a time. Yes, that DIY light diffuser is parchment paper, and yes, it is taped on with painter's tape. If it works, it works.

From there, all that was left was to animate the cover. As is typical for a release like this, we only had a flat file to work from - no layer separations. I cut out what I could and filled in the gaps as I went. I had a lot of fun extending and recreating parts of the art that never existed like the bottom of the smoke clouds behind DOOM.

In the end, fans reacted overwhelmingly positively to the campaign and the figures sold out In under and hour.

Next Project

About   Contact Instagram Archive
Copyright © 2024 Tanner Groehler. All Rights Reserved