The Idea and Goalsmusic
NOT BAD is much more than a visually captivating sci-fi music video production; it’s a thoughtful exploration of the nature of time and humanity’s destiny. Like Michael Jackson’s We’ve Had Enough in 2004 provided comfort during turbulent times, this project aims to strike a chord with audiences by speaking to the challenges of today’s rapidly advancing AI technology and global uncertainties. Through its poignant soundtrack, including songs like Rebirth Land and Return, the film seeks to offer emotional solace while showcasing the profound value of music and art in today’s world.
Our primary goal was to create a deeply engaging piece of feature-length music video that intertwines science fiction, music, and traditional Chinese culture. We aimed to provoke thought on the intersection of technological development and human experience while pushing the boundaries of what AI and visual storytelling can achieve.
Bringing the Vision to Life
The project faced numerous challenges during its execution, the most significant of which was coordinating the packed schedules of top-tier stars Zhang Jie and Tang Yan. To overcome this, the production team started pre-production planning six months in advance, employing a modular shooting schedule to maximize efficiency and flexibility. This approach allowed us to adapt the filming order and fully utilize the limited time with the artists.
On the creative front, condensing a complex sci-fi narrative into a 45-minute format was no small feat. The team conducted multiple script workshops to refine the story, carefully balancing its emotional depth and sci-fi elements. To ensure the narrative was accessible, we organized test screenings with audiences across different age groups and adjusted the pacing based on their feedback.
In terms of technical innovation, we employed a hybrid production pipeline:
Integrating AI tools like MidJourney and Runway required extensive trial and error. Particularly in Chapter 4, Rebirth Land, where the team ventured into fully AI-generated visuals, we invested significant time and effort to refine the collaboration between these tools, achieving a seamless and visually stunning result.
The team conducted extensive research to merge Chinese cultural elements with futuristic aesthetics. The visual design carefully balanced traditional oriental motifs with a sleek, sci-fi aesthetic, ensuring the cultural essence was preserved amidst the high-tech setting.
Objectives Achieved
This project broke new ground by applying AI technology to music video production, offering the industry a fresh perspective on creative workflows. By blending sci-fi storytelling with traditional culture, NOT BAD demonstrates the potential for modern interpretations of Chinese heritage and has received widespread acclaim within the industry.
On social media, the project sparked lively discussions on the relationship between technological advancement and human values, fulfilling its mission to inspire societal reflection.
Audience Impact and Success
The success of NOT BAD was the result of extraordinary collaboration. Zhang Jie’s trust and dedication, Tang Yan’s phenomenal performance, and the tireless efforts of every team member contributed to its impact. Audience feedback highlighted the overwhelming resonance of the visuals and themes, from the awe-inspiring Eye of Fate sequence to the emotional depth of Rebirth Land.
The project’s artistic and innovative achievements reflect the director’s vision and the team's creativity and dedication.
Social Media Performance Metrics
Bilibili
QQ Music
TikTok (Douyin)
NetEase Cloud Music
