The new hit music video of "Hymn for the Weekend," performed by Beyonce and the British rock group Coldplay, was produced with visual design by Israelis from Yaron Yashinski Studio. The work on the video, which attracted 18 million views online in just two days, is among the most prestigious projects ever undertaken by an Israeli firm of its kind.
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The clip itself was filmed in Mumbai, India, but all of the stages of its design, animation and additional visual elements were carried out over a three-month period in Israel by an eight-person team. Yaron Yashinski himself is a former animator who now owns and runs the visual effects and design studio. He received the commission together with a Los Angeles-based Israeli partner, Uzi Mor.
"From the standpoint of exposure, it's in first place in the world," Yashinski told Haaretz's business newspaper, TheMarker, "and not just of mine."
"From the standpoint of exposure, it's in first place in the world. It's going to be at half time in the Super Bowl," he noted, referring to the National Football League championship scheduled for this coming Sunday in Santa Clara, California. "The design that we built and the backdrops will feature at the event as part of Beyonce and Coldplay's performance."