Having made music videos for The Chemical Brothers for years, Dom&Nic were tasked with conceiving and creating an outstanding, visually iconic film that would compliment the track perfectly. The inspiration for the promo was primarily to create a film that is topical and thought-provoking which therefore lead to the idea of incorporating artificial intelligence into a light-hearted and digestible concept. One could interpret it in many ways visually but the clues are all in there in terms of tonal atmosphere and subject matter.

In this energetic promo we follow the dancing rebellion of robots in their storage warehouse going almost unnoticed by the human security guards. The awakening spreads from the first robot we see emerging from her wooden coffin - as she lifts herself and begins to speak, she sparks a revolution. The video goes on to show hundreds of robots running, jumping and dancing as they rip their human masks off, or indeed, put other human parts on.

We've all seen people dancing like robots, we've also seen robots dancing like robots but robots dancing like people? Dad dancing, bad dancing, mad dancing, rave dancing, we haven't seen that before. The idea that Al robots could suddenly discover music and dance for the first time and respond to it as individual "souls" with joy, humor, and rave madness was an interesting take on the whole doom and gloom predictions for technology and human futures.

Eight months in the making, in collaboration with content creation studio The Mill, the video uses cutting edge visual effects and motion capture technology to tell a near-future story of factory robots freeing themselves. The video was directed by Dom&Nic, the creative duo who have worked with The Chemical Brothers over a period of twenty-two years and have worked on videos including Hey Boy Hey Girl, Block-Rockin' Beats, Setting Sun and the award-winning video Wide Open from the band’s #1 2015 album Born In The Echoes.

This music video has been a huge success with over 3million views on youtube. This can be attributed to the innovative and groundbreaking visual effects provided by The Mill coupled with the ingenuity of the highly skilled and experienced directing duo Dom&Nic. The promo has received critical acclaim throughout the industry and will no doubt be the inspiration for many music videos in the years to come.