Lucky Daye turns over a new leaf
A good, old-fashioned magazine takes centre-stage as the pages come to life in a new promo, directed by rubberband., for Lucky Daye's N.W.A.
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Credits
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- Production Company SMUGGLER
- Director rubberband.
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Credits
View on- Production Company SMUGGLER
- Director rubberband.
- Editing Cabin Editing Company
- Executive Producer Luigi Rossi
- Executive Creative Director Danna Takako
- DP Patrick Golan
- Production Designer Miranda Lorenz
- Editor Dylan Edwards
- VFX Artist Dara Hamidi
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Credits
powered by- Production Company SMUGGLER
- Director rubberband.
- Editing Cabin Editing Company
- Executive Producer Luigi Rossi
- Executive Creative Director Danna Takako
- DP Patrick Golan
- Production Designer Miranda Lorenz
- Editor Dylan Edwards
- VFX Artist Dara Hamidi
Directing duo rubberband. have helmed a new music video for American singer-songwriter Lucky Daye which is comprised of just under one hundred individually designed magazines.
Shot for the track N.W.A., and featuring Lil Durk, the promo takes inspiration from magazine culture of the directors' youth, with the duo deciding to bring the pages to life in a first-of-its-kind performance video where the artist is seamlessly moving through the pages as the song unfolds.
To capture this, rubberband., who are represented by SMUGGLER, programmed a robot to flip through the pages, taking the viewer on a journey through a living, breathing work of art. Variations of the promo have existed online already but this version, the directors' initial vision with the robot arm, has only recently been released.
