Entering The Madness: Inside OneHundred’s AI-Driven Music Video
Blending real-world performance with early-stage AI video generation, The Madness brings together high-energy choreography, dystopian visuals, and an ambitious post-production workflow. Built around collaboration across disciplines, the video reflects a moment where emerging technology and traditional production meet head-on.
Below, Jack Holdsworth – the label manager of OneHundred – breaks down how the video came together — from the people involved, to the hybrid process, to the ideas driving its chaotic visual world.
A Large-Scale Collaboration, On Screen and Behind the Scenes
The production brought together the full OneHundred crew in front of the camera, supported by a wide-ranging creative and technical team working behind the scenes to build the film’s visual language.
“For the filming of The Madness, we had the whole OneHundred crew involved on screen (HEDEGAARD, I.D.O. (Brandon Beal), CANCUN? & Matt Hawk) and then everyone else on set that made the magic happen behind the scenes, namely:
DIRECTOR…………………….. NICK SKAAR
PRODUCER…………………….. LUKAS VALENTIN
EXECUTIVE PRODUCER……………. ASSAD KHAN
DIRECTOR OF PHOTOGRAPHY……….. EMIL BOYE
1ST ASSISTANT CAMERA………….. SOPHUS PETERSEN
LEAD EDITOR………………….. NICK SKAAR
GENERATIVE VISUAL ARTIST……….. PETR NURTURY
PRODUCTION COMPANY……………. MIRROR ENTERTAINMENT
GAFFER………………………. LEONARDO BOSETTI
BEST BOY…………………….. TIMOTHEE BARJOU
LEAD STYLIST…………………. BRIAN KEITH
ASSISTANT STYLIST…………….. OSSAMA AOUSSAR
MUA…………………………. BARBARA JOENSEN
COLOURIST……………………. EMIL BOYE
TITLE DESIGN…………………. MATTHIAS HOGH
CREATIVE AGENCY………………. PUNCH CREATIVE
We then let our creative team from Viisuals add the magic touches, namely Petr Nejedlý, who developed the AI modelling and generated the special effects. He really created the magic here and brought everything to life for the production.”
A Hybrid Production Process: Live Action Meets AI
Mixing AI-generated visuals with live-action footage required a carefully structured workflow, balancing speed on set with patience in post-production.
“Mixing AI & real life is always a challenge, but we managed to streamline this process due to the professionalism of the team. In total all the shots of the guys you see only took one day, the AI generation took 2-3 weeks, and the fine-tuning and feedback stage took another 2 weeks. As you can see from the content, Petr generated some absolutely mind-bending effects with his post-production work, and the whole video came together pretty seamlessly in the end.”
Early AI Limitations and Precision Craft
Working with AI video tools at an early stage introduced technical hurdles — particularly when it came to accuracy and realism.
“It was still early days of AI video generation, so getting the characters perfectly resembling the artists in every frame took the most time. Petr worked tirelessly to make sure they reflected the OneHundred crew but generated some really nice results, the characters look 1:1 and you wouldn’t be able to tell that this is due to his hard work and not the actual artists.”
Dystopia, Chaos, and Controlled Mayhem
When reflecting on standout moments, Jack points to sequences where the balance between real-world footage and AI manipulation is pushed to its limits.
“All the dystopian elements came out really well – for example the manipulation of Brandon Beal’s face at the beginning of the film, the shops being looted and HEDEGAARD watching the chaos unfold from the window of the helicopter. The blend of real life and AI together was something that we really aimed on getting right with this one, and it’s safe to say the experiment went to plan, producing a piece of film that we feel takes the viewer right into the heart of the action – into THE MADNESS.”
Capturing Momentum, Chaos, and the Edge of Control
At its core, the video mirrors the structure and energy of the track itself — building, collapsing, and accelerating in waves. We asked Jack “Is there any message that the video is sending that you don’t want the viewer to miss?” This is what he replied:
“That we’re only ever 2 steps away from complete chaos. We wanted to create a video that completely encapsulated the feeling of the track, the way the tune ebbs and flows, builds and drops with momentum changes. The video takes the viewer on an exhilarating journey the same way the music does, which is what we aiming to convey with the visuals.”
Watch the music video below.
CREDITS
DIRECTOR…………………….. NICK SKAAR
PRODUCER…………………….. LUKAS VALENTIN
EXECUTIVE PRODUCER……………. ASSAD KHAN
DIRECTOR OF PHOTOGRAPHY……….. EMIL BOYE
1ST ASSISTANT CAMERA………….. SOPHUS PETERSEN
LEAD EDITOR………………….. NICK SKAAR
GENERATIVE VISUAL ARTIST……….. PETR NURTURY
PRODUCTION COMPANY……………. MIRROR ENTERTAINMENT
GAFFER………………………. LEONARDO BOSETTI
BEST BOY…………………….. TIMOTHEE BARJOU
LEAD STYLIST…………………. BRIAN KEITH
ASSISTANT STYLIST…………….. OSSAMA AOUSSAR
MUA…………………………. BARBARA JOENSEN
COLOURIST……………………. EMIL BOYE
TITLE DESIGN…………………. MATTHIAS HOGH
CREATIVE AGENCY………………. PUNCH CREATIVE
