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19 November 2018

Free Yourself

by Andrew MacGregor


Chemical Brothers: “Free Yourself” - 6 mins 31s

As the Chemical Brothers announce their ninth studio album, this lively promo pairs Tom Rowland and Ed Simon's latest track with an android rave… with only a solitary security guard to corral this technologically-advanced hoedown.

As soon as the paranoid strains of ‘Free Yourself' kick in, Roboforce AI Labour Solutions turns into a factory dance floor. Flitting between a cast of ‘Ex Machina'-style droids, directors DOM&NIC suggest the AI revolution will be a floor-filler.

Even if the track's aural assault - which sounds like an arcade spacecraft's main cannon on auto-fire - leaves you cold, there is plenty of warmth to be found in the CG horde, ironically enough. Keen-eared viewers will even catch a snippet of ‘Mid Morning Matters with Alan Partridge' in the background.


Commissioner: Ailsa Robertson
Film Production: Outsider Ⓟ Ⓦ
Director: DOM&NIC Ⓟ Ⓦ
Producer: John Madsen
Production M'ger: Steve Elgar
Production Ass'nt: Tom Benkins
Cinematographer: Alex Barber
Editor: Ed Cheesman @ Final Cut
Post Production: Alex Fitzgerald (EP) / Imogen Pai (Producer) @ The Mill Ⓟ Ⓦ
VFX: Jorge Montiel (CD) / Jonathan Westley (CD) @ The Mill Ⓟ Ⓦ
VFX Shoot S'visor: Fergal Hendrick / Matthew Kavanagh / Pavel Mamichev / Suraj Harrington-Odedra
Colourist: Dave Ludlam @ The Mill Ⓟ Ⓦ
Sound Designer: Anthony Moore @ Factory Ⓟ Ⓦ

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