Multidimensional creators rubberband. have collaborated with Grammy Award-winning artist Lucky Daye on an ingenious new music video for his track NWA ft. Lil Durk. Painstakingly creating close to one hundred individually designed magazines from scratch, the film sees directing duo Simon Davis and Jason Sondock – who met while studying at NYU’s Tisch School of the Arts – push the boundaries of innovation, inspired by the magazine culture of their youth.

Combining multiple creative mediums, from fashion and editorial, to music and film, the first-of-its-kind performance video brings the magazine to life through robotic technology, motion control, and extreme mathematics – following a complex process in which rubberband. employed a robot programmed to flip through the magazine as the song unfolds. As the artist’s image moves through the pages, the viewer is taken on a journey through a living, breathing work of art.