Tool Director GMUNK Delivers Stunning 4K Kaleidoscope for Eric Prydz’s “Generate”

Directed by visionary GMUNK of bi-coastal production company Tool, progressive house legend Eric Prydz’s highly anticipated “Generate” music video is finally here.

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Shot in dazzling 4K, the video is a futuristic exploration of light, shape, and color. By filming perfectly lit metallic and geometric forms in motion, GMUNK creates an intoxicating kaleidoscope effect brought to life by Prydz’s thumping bass. As a testament to GMUNK and Tool’s design prowess, the lighting effects on display were captured in-camera, produced by a series of delicately engineered rigs.

“Generate” is the latest triumph in a series of successes for GMUNK. The interactive director just shot an electric Adidas spot, received wide acclaim for his work on the Tycho music video “See,” and directed a soon to be released short film for Samsung and Vimeo.



Artist: Eric Prydz

Music Label: Virgin Records Limited
Director of Video: James Hackett

Production Company: Tool
Director: GMUNK
Managing Director Live Action / EP: Oliver Fuselier
Managing Director Digital / EP: Dustin Callif
Executive Producer: Robert Helphand
Head of Production: Amy DeLossa
Director of Photography: Joe Picard

Editorial Company: Final Cut – Los Angeles
Editor: Arianna Tomasettig
Producer: Michael Miller

Online Company: Spy (A Fotokem Company)
Online/Color Artist: Carey Burens

Music Label: Virgin Records Limited
Director of Video: James Hackett

About Tool:

Bicoastal Tool is an award-winning production company, representing top live-action directors and interactive directors for advertising projects. From funny…visually engaging…and/or interactive, Tool’s diverse roster of unique talent creates unforgettable commercial and digital content across all platforms.