Director duo rubberband. - Jason Sondock and Simon Davis - return to music videos with a characteristically ingenious video for Montreal-based rapper Skiifall, creating something new yet feeling timeless, appropriately upon the theme of Time itself.

In the video for 2 Charming, rubberband. somehow, miraculously, manage to bend time. We watch Skiifall move through a city environment, walking alongside a towering overpass. At the start it is nighttime. But as Skiifall makes his unhurried progress, the sky gets noticably lighter. Then dawn breaks, it gets brighter as the blazing sun rises in the sky.

In the camera move tracking Skiifall's walk to his destination - to his girl, waiting by her car - a whole day passes, as shadows disappear at noon and then start to lengthen again, and then the sky darkens. Soon it is night once more, while the camera continues to pan across... 

With a flawless execution aligned to such a striking concept, the video has a real 'how did they do that?' quality. It's a great achievement. 

“We wanted to take 2 Charming as a track and Skiifall as an artist and play with time passage practically," say rubberband. "That was more or less the base of the idea. Skii was very open to experimenting and the inspiration was in and of itself experimentation.

"It’s always fun to try something new, or in this case, to continue to push a technical theme further. In general we like to try real practical concepts, often bolstered by VFX. In this case The Mill LA was our partner, hand-in-hand every step of the way. They facilitated what would have been a monstrous post task.

"Skiifall is a true trusting artist who is incredibly committed and humble. It was humbling and a pleasure to work with such a good human being.”