Director/animator Mitchell Pond in LA: “For ford.’s Fruit&Sun I wanted to create a kind of subconscious roller coaster ride.
“I took imagery from the album art and held it in my head while listening to the track until two elements would link themselves to each other and push the idea forward. It wasn’t always clear where the video was headed working that way, but you can’t plan to arrive at an unexpected place.”
Label: Foreign Family Collective
Artist: ford.
Director/animator: Mitchell Pond