WHAT YOU GONNA DO?

Reza's first collaboration with Bastille came with What You Gonna Do???, a project that explores the chaos of the modern attention economy through the intersection of music, motion, and visual storytelling.

Responding to a creative brief centered on overstimulation, media saturation, and the relentless competition for attention, Reza set out to create more than a music video. His objective was to build an immersive visual experience that mirrors the fragmented pace of contemporary life, where competing screens, constant distractions, and information overload reshape the way we experience reality. Every frame was designed to evoke the intensity and disorientation of that environment, translating the song's themes into a dynamic visual language.

The project reflects the creative direction articulated by Bastille's songwriter, Dan Smith, who described this phase of the band's work as a complete reinvention—embracing spontaneity, experimentation, and a willingness to rebuild their creative process from the ground up. The resulting visuals reinforce the song's commentary on the attention economy and the struggle to find meaning amid an endless stream of competing stimuli.

A key aspect of the production was the character design. Reza sought to strike a careful balance between stylization and authenticity, creating an animated version of Dan Smith that captured his personality without losing the expressive qualities required for animation.

The initial character concepts were brought to life by longtime collaborator Hamid Bahrami, whose exceptional draftsmanship and understanding of movement helped establish the visual foundation of the project. His ability to create expressive, recognizable characters played a vital role in shaping the final piece.