Sometimes an idea sounds so outlandish, so utterly bizarre that lesser creatives would shy away from following it through. Luckily Keith Schofield is a titan among directors and so when it came to shooting the video for Duck Sauce – aka A-Track and Armand Van Helden – and their new single Big Bad Wolf he had no qualms about creating a weird netherworld where people’s genitals are replaced by other people’s heads. It’s fascinating, magnificently done and genuinely a bit insane. We can’t stop watching it.
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Rob Alderson is a freelance writer, editor and strategist. He was previously editor-in-chief of It’s Nice That and WePresent, and editor of Design Week. He publishes the newsletter Undo, which tries to make sense of how AI is changing design work, the design process and the design industry.