SRND STUDIO / WORKS / RUN THE JEWELS

RUN THE JEWELS

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Music Video

A sci-fi, future noir apocalyptic ticking time bomb of American Dystopia.

PROJECTDetails

Watch Project

A ticking time bomb of American Dystopia.

Killer Mike and El-P play a sold out show at Madison Square Garden. When they re-appear to perform the encore they discover the audience has disappeared. Why? Because it’s the end of the world!

Creative Direction, Live Action Directing, Animation Directing, 3D Animation, 2D Animation, Motion Capture, Set-Design, Cinematography, Editing, Typography, Title Sequence, Narrative Writing, Sound Design.

Artist

RUN THE JEWELS

Category

Music Video

Year

2017

Deliverables

5mins 27secs

Timeline

4 Months

Assignment

To close out the promotion of RTJ3 with a long form music video that embodied the hard hitting artistry and cultural zeitgeist surrounding this unique duo.

Approach

Directors Brad and Brian Palmer set out to create an absurd, apocalyptic dark comedy that also had the subtext of the very dire state of America at the time. The SRND team used a wide range of tools, from CGI character modeling, visual effects, 2d compositing and theatrical set design to craft a sci-fi b-movie inspired world.

Result

A music video wrapped in a short film format. The video was accompanied by a marketing campaign that allowed fans to call 1-800-rtj3news and report strange phenomenons. This went on to win a Marketing Genius Award.