We partnered with the GRAMMY Award-winning alt-rock band System Of A Down to create the animated sequences in the official music video for their latest single "Genocidal Humanoidz". Showing the toughness and resiliency of Armenians in the face of brutal terror, we follow a kid as he is pursued by demons through the rubble-filled streets of his city before he ultimately wards off the demons with the backing of his own community.

We collaborated with the band to tell a story that is very personal to them, which is evident through the highly-detailed imagery in the video. In stark contrast to the black and white characters and backgrounds, important metaphorical elements of the story, such as the purple flower and the demons' red eyes, gained heightened prominence with the viewer. Further bringing the viewer into this reality, we used dramatic camera shots to highlight key moments such as when the demons first appear and when the kid stands his ground with his own people. Using 2D animation, 3D animation, and motion capture, these moments are meant to inspire a visceral reaction to the story.

In January 2021, the band released the video and hosted a livestream fundraiser to benefit the rehabilitation efforts for Armenian soldiers suffering from traumatic injuries. To learn more or donate, please visit Armenia Fund.