The Drum Awards for Marketing - Extended Deadline

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By Gillian West, Social media manager

October 1, 2014 | 2 min read

Nexus and directors Factory Fifteen have unveiled a music video short featuring VFX specially created for Ninja Tune’s acid-grime artist The Bug.

Created in collaboration with executive producers The Creators Project, a joint partnership between Vice and Intel, set up to celebrate innovation in art and technology, the short is inspired by sci-fi and futuristic fiction classics.

Set in an alternative present, the music video illustrates the collapse of consumer society and follows a drone living in a totalitarian system, medicated to think, feel and function, with the narrative exploring what happens when the drone and the world around him stops conforming.

Two tracks from The Bug’s ‘Angels & Devils’ album feature in the video and were selected for their musical duality and contradiction. The short uses a mix of live-action and VFX to reflect the fragility of the world in a bid to visualise the fracture and breakdown of a city.

Factory Fifteen described the short as not “your typical music video” and praised The Creators Project and Nexus for their support. Adding: “There were a lot of mutual interests in the themes between us and The Bug (Kevin) on this project, both in the music and our narrative interests that drove it forward. We wanted to visually explore the narrative of a person stuck in a totalitarian system, using themes from our current society of consumerist lifestyles. The whole process was critically engaging and allowed us to truly build a world …and then tear it down.”