We Are From LA

We Are From LA are Clément Durou and Pierre Dupaquier — a Paris duo, despite the name, who met at art school and began as junior creatives in advertising. Their instinct is structural rather than stylistic: they ask what shape a music video could be, not what it should look like.

That produced '24 Hours of Happy' — Pharrell Williams' 'Happy' extended into the world's first twenty-four-hour music video, a continuous loop of dancers moving through Los Angeles that you could enter at any hour of the day. Yoann Lemoine, who also appears on this site as Woodkid, served as creative director.

The four-minute cut became one of the most-watched videos of the decade, and the Grammy for Best Music Video in 2015 went to the directors by name alongside Pharrell. Cannes gave '24 Hours of Happy' the Cyber Grand Prix. Their earlier work was already pushing the same idea: Cassius' 'I Love You So' shipped with a companion app, and The Shoes' 'Cover Your Eyes' took the UKMVA Innovation Award.