Unite All Originals Run DMC X A-Trak

Craft-Art Direction


This project was all about creating symbiotic visual representation of a collaboration between various artistic styles, while keeping the overall output coherent.Collaborating with Google, we produced the world’s first voice-activated interactive music video featuring the kings of hip-hop, Run-D.M.C., and emerging turntablist extraordinaire A-Trak. The video marked a step forward in understanding how a collision between music, animation, and voice command technology can define new forms of originality.

Company: SID LEE Client: adidas AG Creative Direction: SID LEE Agency Producer: JIMMY LEE, SID LEE TECHNOLOGIES Production Company: Stinkdigital Director: Alex Courtes Flash Animator: Machine Molle Director of Photography: Jody Lee Lipes Production House Producer: Nell Jordan, James Britton, Malachy Mcanenny Music/Sound: Run DMC Editor: Nicolas Larrouquere