London native and lo-fi hip hop pioneer Lord Apex is joined by Indiana counterpart Freddie Gibbs for 'Phoenix' - a track which is full of swagger and attitude, but nevertheless manages to maintain a laid-back vibe. The retro animated promo comes courtesy of director and animator Vanja Vikalo, who leads the viewer quite literally down the rabbit hole as Apex's onscreen avatar makes his way through a world occupied by bunny-headed gangsters.
The surreal aesthetic makes the promo feel like watching Scarface after dropping CIA-grade acid, as scantily clad dancers in rabbit masks gyrate atop mounds of white powder, and shady deals are conducted by people similarly hiding their identities behind a furry disguise. Alice in Wonderland for the world of organised crime, perhaps, executed with a looming menace which suggests there may not be entirely human faces revealed when the masks come off.
Product Category: Promos