Inspiration: Masanobu Hiraoka & Max Cooper's 'On Being'

We often look to different mediums for inspiration here at the studio, and a recent collaboration between London-based musician Max Cooper and Tokyo director Masanobu Hiraoka has caught our attention. Their project, On Being, is a masterclass in translating complex data into a fluid visual narrative.

Cooper started the project by asking the public a simple question: “What do you want to express that you feel you can't in everyday life?” The resulting database of anonymous answers—ranging from the mundane to the profound—formed the basis for the album.

For the title track’s video, Hiraoka took this concept of shared humanity and interpreted it through a distinct animation style. He uses rotoscoping and frame-by-frame pencil drawings to create a continuous flow. The visuals morph seamlessly from personal footage of the animator’s own child into microscopic biological structures. It is fascinating to see how a single line is used to connect these disparate elements, maintaining momentum without a single jarred cut.

From a design perspective, the discipline required to maintain that level of fluidity is impressive. Hiraoka’s work reminds us that digital creativity often benefits from traditional roots; the pencil texture adds a layer of warmth that clean vectors sometimes lack. It also highlights the intersection of science and art, a theme we see often when working with our clients in the gardening and environmental sectors.

It is a beautiful example of how honest, human expression can be structured into something coherent and visually striking. We highly recommend taking a moment to watch the video and see the process in motion.

You can read more about the project on It’s Nice That.