INITION and Rankin collaborate on Kelis 3D Music Video for “Scream”


Multi-platinum award-winning songstress Kelis has launched a 3D-inspired video track for her new single ‘Scream’. Taken from her current album Flesh Tone, ‘Scream’  was directed by world-renowned photographer Rankin and shot using 3D production specialists Inition.

The video features Kelis jogging in slow motion on a treadmill through a north London estate wearing various couture outfits. This is cut with intermittent shots of the star adorning her trade mark assortment of wild hats and dancing in the dark with lights reflecting off her UV body paint. The singer premiered the 3D clip on YouTube and tweeted instructions to “Make your own 3D glasses for the premiere!”

Rankin commented: “The new evolution in 3D technology is incredibly exciting. It’s the ultimate for a photographer and director to see their imagery in three dimensions – the result is so much more impactful. I look forward to the day when there is no need for the glasses, and every screen can be viewed in 3D. It pushes creativity to another level.”

Andy Millns, Director at Inition said: “Collaborating with such a strong visual director such as Rankin was a pleasure as he was quick to understand the creative challenges and opportunities in the medium.”

3D Kelis Appears in Over 150 Sony Centre Stores


Now you can also see the 3D video ‘Scream’ in Sony centres across the UK. The recording artist has just confirmed an exclusive deal to distribute her latest music video to all 150+ Sony Centres in the UK & Ireland to showcase BRAVIA Sony 3D TVs.

Christian Brown, Senior Category Marketing Manager, Sony UK, said: “More and more people now recognise that 3D will play a key role in the future of home entertainmnt. We are delighted to have teamed up with Kelis to further prove that Sony is at the forefront of bringing 3D technology and content into UK homes.”