Role: Sr. Creative Agency: Anomaly
Youtube Music X Run The Jewels: “Walking In The Snow”
Tasked with crafting disruptive campaigns for Youtube Music’s priority artists, we partnered with Run the Jewels to bring their standout track “Walking in the Snow” to life in a way only RTJ could pull off—by turning them into actual action figures. Leaning into their love for pop culture and offbeat humor, we crafted a full creative universe around the idea, kicking things off with a fake ‘90s-style toy commercial and vintage print ads to build buzz and nostalgia.
For our music video, we dropped our two action-figure heroes into a surreal stop-motion adventure, as they navigate their new surroundings of a childhood bedroom where everything is not as it seems.
Created with award-winning director/animator Chris Hopewell, the video has been selected to appear as an entrant in the International Short Film Festival Oberhausen, one of the oldest and most prestigious global film festivals.
To help amplify the campaign within culture, we created a hyper-limited run of real-life, fully pose-able RTJ action figures, and seeded them with press, influencers, and friends + family of the artist to build buzz for the release of the videos and generate hype on social.
