Reuben Sutherland directs a hair-raising tour through a wretched laboratory in this music video — his second Shihad clip in a row to take away the Best Video Award, at Aotearoa's yearly music award ceremonies. Frenetically paced and skillfully edited, the video adheres to the feverish temperament of the song, while layered graphics add a sinister and unsettling sci-fi edge. Singer Jon Toogood nails his performance as a demented pharmacist bent way out of shape. Aside from making videos and commercials, director Sutherland is also one half of sound plus visuals group Sculpture.
The video was directed by Mark Williams (aka MC Slave) and the concept was born over yum cha sessions with the band. In the clip the Fat Freddy's crew are abducted by mad scientist and former child prodigy musician Boondigga (Taungaroa Emile). Taunted by FFD's soul sounds, he conducts a lab experiment to extract the music from their brains.
Platetechtonics continues a collaboration between Salmonella Dub and director Steve Scott. The everyman from Salmonella Dub video Problems features, in this case in a more cartoon-like form. But the cheery aesthetic belies a cautionary tale of genetic modification, mutations and monsters. A hooky brass section functions as a warning alarm for our hallucinating protagonist, shortly before monsters of his own creation overrun his Eden-like home planet. Micro and macro cross section views highlight the consequences of our scientist's wayward experiment.