Thom Fennessey
Producer at Collaboration Factory
United States
TitleGravity
Agency
Campaign Gravity
Advertiser Fat Joe, Anna Zak and DJ Richard Orlinski
Brand Fat Joe, Anna Zak and DJ Richard Orlinski
Date of First Broadcast/Publication
Business Sector Others
Philosophy merican rapper, Fat Joe, Israeli songstress, Anna Zak, and French DJ, Richard Orlinski, launch the music video for their track, ‘Gravity’. Great Guns’ Tal Zagreba writes and directs an eye-popping kaleidoscopic music video that bends perspective and transports audiences across outer space.

For the summer anthem, Grammy-nominated Bronx MC, Fat Joe, collaborates with the most influential Israeli on Instagram, 17-year old social media star, model, and singer, Anna Zak, and one of France’s top 10 bestselling artists internationally, the sculptor and DJ, Richard Orlinski.

The camera begins a mesmerising rotation as it opens with Zak and Orlinski dressed to blend in with a monochromatic, geometric space. Zak unfurls her hair, causing it to tumble up – revealing, through a surprising 180-degree camera rotation, that she’s upside down. The film flits through a series of different environments in which Zak and Orlinski’s chameleonic appearances play with perspective. High-octane dance sequences then plunge audiences into a meteor cloud where Fat Joe performs the rap. Space debris flies past the screen as the asteroids that Fat Joe, Zak, and Orlinski are standing on come together to create a huge, epic structure in the shape of Orlinski’s iconic gorilla sculptures.
Cannes Lions YDA Award-winner, Tal, reunites with long-time collaborator, Robert Moreno, on this production. The two have previously created celebrated works such as Volvo’s branded content music video, ‘Call My Name’, and innovative mixed-media music video, ‘Legal Eyes’, for Hadag Nahash and Infected Mushroom.

‘Gravity’ is now live online.
Media Type Music Video
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Market Israel, France
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