When director Aisultan Seitov teamed up with Asap Rocky on a music video and commercial for PACSUN, they came to ASK LAB to develop the opening scene. Our team conceived the idea from scratch: a custom dummy puppet, built to fall through a set, translating the video's raw, unfiltered energy into a single physical gesture. Its design leans into Asap Rocky's signature aesthetic, rendered in acid yellow, worn textures and scratches, and a graphic language pulled straight from dummy iconography, turning a prop into a character in its own right.

Around it, the set design carries the same intensity. A bold checkerboard pattern anchors the space, framed by custom typography and details built specifically for the shoot. The fall itself, captured on camera, became a defining beat of the opening — a single physical gesture engineered to read as pure impact on screen. This is set design and prop fabrication built for film, where a sculptural object does the storytelling before a single word or lyric plays.