Cool Hunting

by Laura Neilson

Subprime by Mike Winkelmann—aka Beeple—is a music video, 3D animation exercise and spectacular visual commentary on America's socioeconomic situation all in one.

The two-and-a-half-minute animated video is a reflection on the current economic crisis in America, visually represented by the housing market and its escalating trajectory over the last decade or so. "The video was meant to illustrate the cyclical nature of the economy," explains Winkelmann, "which at its root is fueled by an insatiable push for 'more, bigger, better,' until it becomes no longer sustainable, and the bubble bursts—as we have recently seen."

The project, which Winkelmann created on Cinema 4D, is his first 3D animated film and took five months to complete. "It was a technical challenge for me," he says. To match his awesome visuals, he enlisted the Minneapolis-based band Nobot to produce the video's digitally-pronounced background music and sound effects.

Winkelmann's work has been featured at various film fests, including Massachusetts College of Arts' upcoming Dead/Live Video Festival.

To see more, check out the Beeple website, or his Vimeo page.