RÜFÜS DU SOL have released the brand new clip for ‘Alive’ and we’re excited to feature it as our latest Video of the Week.

Brought to life using Epic Games’ Unreal Engine and directed by the legendary James Frost, the music video takes you on a first-person journey over speeding landscapes, loaded with adrenaline-fuelled kinetic energy.

The concept of escapism and world-building is not unfamiliar one when it comes to the RÜFÜS DU SOL creative process.

In 2018 this was exemplified in their collaboration with Frost on the immersive music video for 2018’s ‘Underwater’, which was showcased for thousands of fans at Coachella’s Antarctic Dome.

On the latest music video, Frost issued a statement which reveals the inspiration for how the video all came together.

And it all began with the notion of “analog vs. digital”.

Frost said, “When I first started discussing the video with the guys several months ago, the recurring idea was this concept of ‘analog vs. digital’ and this sense of freedom. When I was sent the track, I immediately understood why; the song had this energy that was sheer momentum, and visually it spoke to me on this level.”

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“Obviously, it would not have been possible to travel the world shooting remote landscapes, and I really wanted to find a way to explore the digital side. That’s where Unreal Engine came in.”

“I was aware of Unreal and the work done on several high-profile TV series as environmental plates,” Frost added. “Still, I thought, what if we were actually in the environment instead of secondary to the scene.”

He continued, “What if the environment is so photoreal that it pulls the viewer into believing they are traveling through these incredible landscapes. Then, to suddenly reveal it as a digital asset. What would that world look like?”

Watch the ‘Alive’ music video from RÜFÜS DU SOL: