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Intro UK has informed EJW that they are celebrating 25 years in entertainment – as well as over a decade of creating album campaigns, music videos and live shows for Elton.


The jobs have included coming up with the LP artwork, TV ads and films for Elton’s 60th birthday concert at New York’s Madison Square Garden.

Another colourful campaign was for Rocket Man–creating the album’s look and then bringing the imagery to life in the TV promotion.

Intro UK has also been involved with concerts. David LaChapelle commissioned Intro to develop a series of films for the Red Piano spectacular at Caesars Palace. The videos blended pop art collage, archive footage and 70s graphics for classic tracks.

As for videos, Intro was responsible for the Tinderbox concept, inspired by Elton and Bernie Taupin’s professional and personal relationship. The aim was to portray the fun, excess and strains which caused their paths to divide for a while.

The company explains, ”The video was made using a signature Intro technique we have evolved over a number of years. It involved graphically transforming existing footage and stills, which have been composited together to create different worlds and narratives.”

Intro later worked on the Sad video for Elton and Pnau.