Synopsis

DOOM wanders through an empty multi-story parking garage, with his masked figure divided down the middle by an elaborate split-screen effect. The two halves of his body appear to move through separate spaces, sometimes independently and sometimes in eerie synchronization, while he walks, rides a BMX bike, tosses chairs, and performs to the track. The mask remains the visual anchor, creating the illusion that two versions of DOOM are occupying the same frame.

Factoids & Trivia

• The video premiered on August 23, 2012, alongside the release of JJ DOOM's album "Key to the Kuffs."

• It was created as part of RizLab, a project intended to give artists room to experiment with unusual music-video concepts.

• The central effect was made from two separately filmed half-shots whose movements were carefully matched in post-production. DOOM's mask was used as the fixed point holding the two sides together.

• The concept reportedly proved difficult to explain during pre-production. Test footage of someone simply walking was used to demonstrate how the apparently complicated effect would work.

• The video features DOOM himself, making it a notable on-screen appearance during a period when he was rarely seen in music videos.

• An adidas behind-the-scenes feature later showed DOOM taking direction during the shoot and highlighted the video's optical-illusion technique.

• The production was handled by Pulse Films, with the video released through Lex Records.