100 Takes: animator Ruffmercy expresses playful hip-hop aesthetics

Bristol-based video and animation director Ruffmercy presents his raw, expressive and playful aesthetics in numerous music videos

“After cutting his teeth at MTV in the late ’90s, Bristol-based video and animation director Ruffmercy went on to become one of the leading names in the industry with his raw, expressive and playful aesthetics that have made appearances in numerous music videos – mostly within the genre of hip-hop – while creating a frenetic part-dream, the part-nightmare world of their own” – Ruffmercy

Photo: Ruffmercy

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