We partnered with Korean-born, LA-based rapper Keith Ape to release his new anthem "Diamonds." The interactive music video follows Keith on a wet night out in Wetropolis, a fictional futuristic dystopia where it never stops raining. On the site, viewers could make it rain GIFs — by tapping or clicking on the video itself, viewers could launch GIFs that altered the visuals, giving them a unique experience in Wetropolis each time. Of course, Keith wore the Chuck II Counter Climate sneakers the entire time in the video, making it the most compelling “waterproof test” ever.

We worked with music video director duo BRTHR and shot the music video for “Diamonds” over a three-night shoot. With only a couple weeks to edit and add tons of visual effects, the directors themselves and Legs Media worked on adding liquid chrome, animated scenes, and CGI skylines to turn San Francisco into the wet, trippy world of Wetropolis. Meanwhile, Resn worked on turning the captured video and photography assets into interactive GIF elements for the microsite. “Diamonds” was launched with teasers on the brand’s Instagram and Facebook, as well as Keith Ape’s personal accounts. The video and site were also posted on YouTube and seeded out to major digital publications like Hypebeast and Highsnobiety.

The video racked up over 2 million organic hits with no paid media, and the

the music video became a Vimeo Staff Pick within weeks of the launch.