Co-Director Erykah Badu took home the Best Direction VMA this year at Paramount Studios in Hollywood for Erykah’s single Honey off her latest album, New Amerykah. Robinson is no stranger to the VMA’s with over 15 nominations in various categories, but this year marks his first win for Best Direction. In the advertising arena, Chris completed several spots for Boost Mobile via Berlin Cameron with design and VFX coming from Robot directing collective and design/animation group, Syndrome.
Robinson’s recent additional spot credits include Biore via KBP, a Super Bowl spot for Icebreakers via Tracey Locke, and a package of Honda Civic webisodes via LA-based agency Muse.
“Chris puts a fresh spin on everything he does,” said Robot Films’ Executive Producer Amanda Fox. “He’s been doing very alternative, design-driven work for quite some time and he really understands the synthesis between the artist and the look of the video. Honey is a perfect example, of Chris’ ability to collaborate with high-profile artists capturing their true essence.”
Robinson has a rare combination of street cred and artistic refinement. The blend is evident in his work, which often layers a coat of classic gloss over a rough-edged videoscape. Perhaps this explains the diversity of both his video and commercial work. The Maryland native whose work spans the genre spectrum, has cultivated a following among artists from Jay-Z to Joss Stone.
About Robot Films:
Robot Films is a Los Angeles-based creative lab producing music videos, feature and short film, web content, TV and commercials. Lead by veteran Founder/Director Chris Robinson and Executive Producer Amanda Fox, Robot offers a wide range of services, boundless energy, and vast experience. In addition, Robot houses directing collective and design/animation group, Syndrome who are prolific directors and often collaborate on Robot directed jobs. Syndrome is a multi-disciplined trio comprised of Directors/Designers Micah Hancock, James Larese, and Mars Sandoval. Syndrome’s primary focus is merging science with soul, and manipulating technology for the sake of creative growth and artistic expression.
About Chris Robinson:
Maryland-born Founder/Director Chris Robinson of Robot Films is the one of the most prolific, sought after directors in the industry. Robinson’s work is widely recognized for its cinematic scope, engaging sense of narrative, and humorous irreverence. Chris has directed commercials for iPod, AT&T, Coca- Cola, Coors Light, Gatorade, Verizon and the 2006 fan favorite feature, ATL. Chris has also directed music videos for such artists as Jay Z, Erykah Badu, Alicia Keys, Common and Joss Stone.
About MTV VMA:
Music. Mayhem. Music. The MTV Video Music Awards always brings out the best and worst of your fave artists. This year marks the 25th annual VMA’s, and we’re doing it right, with A-list musicians, reality stars, record-breakers, trouble-makers, models and other beautiful people taking over Paramount Studios in Hollywood. It’s definitely gonna be a night to remember. Or is that a night that will be hard to forget? Anyway, we imported comedian/actor/babe magnet Russell Brand all the way from London for the occasion. Did you see Forgetting Sarah Marshall ? The English guy? That’s him. All our Brit friends say he’s bloody insane, so, of course, we gave him the VMA gig.
Album: New Amerykah
Song Title: Honey
Label: Universal Motown
Director: Erykah Badu/Chris Robinson (aka Mr. Roboto of Robot Films)
Production Company: Robot Films
EP: Amanda Fox