Directing duo rubberband. tap into a notion of mortality for US soulman Omar Apollo's super-visceral promo for Ice Slippin.

The video is a dazzling multi-format video, featuring a wide variety of footage, from live-action performance through to vintage animation and home-video snapshots. And at the core is the fully committed performance of a Apollo - and its surely no coincidence that he exudes physical beauty like the modern version of his namesake Greek God.

It's a tour de force of creativity, and has a poignant, lingering feel that doesn't quite let up after viewing. A masterclass of music video creativity, anchored by an emotive performance and inspired production techniques. 

“This collaboration with Omar was in pursuit of expanding the final millisecond of one’s life," explain rubberband. "In this case, Omar spoke about the moment of his near fatal accident on the way to come out to his family on the black iced roads of Indiana.

"We wanted to make a film that was both literal in its visualizations of physical, corporeal death and rebirth through medical imaging and non-traditional image making technology and abstract in its representation of the internal recreation of his consciousness.

We wanted the video to [reflect] the many different physical pieces of what it means to be a human...

We utilized EEGs, ECGs, neuronal activity simulation, heart ultrasound, brain MRI, volumetric capture, motion capture, audio spectrography, thermal imaging, hand cut emulsion transitions, archival video, CGI, print and scanned 2D animation, and standard 35mm to capture Omar.

"We wanted the video to be an object that reflected the many different physical pieces of what it means to be a human and what it would take, in the realm of magical realism, to rebuild a human soul.”