Personal TV ad attempt for the release of U2’s album “How To Dismantle An Atomic Bomb” in France. This video was based on the new global Apple video ad for iPod, including the new single “Vertigo”. It was the first Apple-U2 partnership with an iPod “U2 special edition” at the time.
I decided to remix the original Apple video with a 20 sec. black and white video edit, and to augment it with motion graphics trying to be as close as possible to the Four5one graphic design of the album itself.
This video was submitted to Universal France but was not selected for TV promotion, mainly for obvious image rights reasons. But thanks to connections of some of my collegues with Universal France, I was kindly invited at the french press conference of the album release, to hear the whole album in avant-premiere. I remember perfectly that the audio sources arrived in a briefcase attached to a man by handcuffs on his wrist. I was impressed… Thanks to David Legoux and Frank Despagnat for their help.
Video edit & Motion design : Guillaume Robert-Famy
Art direction & Cover design by Four5one.com
Steve Averill / Shaughn McGrath
How to Dismantle an Atomic Bomb is the eleventh studio album by Irish rock band U2. It was released on 22 November 2004 in the United Kingdom by Island Records and a day later in the United States by Interscope Records. Much like their previous album All That You Can’t Leave Behind (2000), the record exhibits a more mainstream rock sound after the band experimented with alternative rock and dance music in the 1990s. It was produced by Steve Lillywhite, with additional production from Chris Thomas, Jacknife Lee, Nellee Hooper, Flood, Daniel Lanois, Brian Eno, and Carl Glanville.
Looking for a more hard-hitting sound than that of their previous album, U2 began recording How to Dismantle an Atomic Bomb in February 2003 with Thomas. After nine months of work, the band had an album’s worth of material ready for release, but they were not satisfied with the results. The group subsequently enlisted Lillywhite to take over as producer in Dublin in January 2004. Lillywhite, along with his assistant Lee, spent six months with the band reworking songs and encouraging better performances. U2 lead singer Bono described the album as “our first rock album. It’s taken us twenty years or whatever it is, but this is our first rock album.” Thematically, the record touches on life, death, love, war, faith, and family.
How to Dismantle an Atomic Bomb received favourable reviews and reached number one in 30 countries, including the US, where first-week sales of 840,000 copies nearly doubled the band’s previous personal best. The album and its singles won all nine Grammy Awards for which they were nominated (U2 themselves were awarded eight out of the nine). It was also the fourth-highest-selling album of 2004, with over ten million copies sold, and it yielded several successful singles, such as “Vertigo”, “City of Blinding Lights”, and “Sometimes You Can’t Make It on Your Own”. The album was included on Rolling Stone’s list of the “100 Best Albums of the Decade” at number 68.
More details on the album here :