# Apocalyptic Suburban Videos The Shins 'It's Only Life' Music Film is Playfully Dystopic By Cody Turner | Published 2012-07-12 | Updated 2012-07-14 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/the-shings-its-only-life References: [huhmagazine](http://www.huhmagazine.co.uk/4010/video-the-shins---its-only-life) & [youtube](http://www.youtube.com/watch?v=fweNLKBCh5A&feature=player_embedded) Every kid dreams of a world without parents, free to make the city their own personal playground, and The Shins 'It’s Only Life' [music video](https://www.trendhunter.com/trends/your-love) explores this concept. One kid's adventure is seen through a deserted town, while lead singer James Mercer gets dragged away by [dark creatures](https://www.trendhunter.com/trends/alastair-philip-wiper). The visuals in the video are captivating to say the least. The idea of a town overthrown by these tall, dark and antlered creatures that capture humans is slightly unnerving to watch. Directed by Hiro Murai, who was worked on videos with popular bands such as Scissor Sisters, St. Vincent and Bloc Party, this video explores the feeling of unafraid childhood exploration and adventure during an obvious time of human struggle. ## Trend Insights (Trend Hunter) - Score: 0.7/10 - Popularity: 3% | Activity: 9% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Viral](https://www.trendhunter.com/viral) ## Key Themes ### Why This Trend Is Growing - **Dystopian Adventure Films:** There is an opportunity to create more visually captivating and immersive dystopian adventure films. - **Childhood Exploration Theme:** There is an opportunity to explore and capitalize on the theme of childhood exploration. - **Unnerving Imagery:** There is an opportunity to create visually striking and unnerving imagery to captivate viewers. ### Industries Being Reshaped - **Film Industry:** The film industry can capitalize on the opportunity to create visually stunning dystopian adventure films. - **Music Industry:** The music industry can capitalize on the opportunity to incorporate visually captivating imagery in their music videos. - **Children's Entertainment Industry:** The children's entertainment industry can further explore the theme of childhood exploration to engage their target audience. ## Related on Trend Hunter - [Cinematic Video Game Spots](https://www.trendhunter.com/trends/droga5s-wake-up.md) - [Dreamy Dance-Centric Ads](https://www.trendhunter.com/trends/apple-and-spike-jonze.md) - [Intense Elemental-Inspired Sportswear Spots](https://www.trendhunter.com/trends/engineered-for-whatever-ad.md) - [Album-Inspired Video Games](https://www.trendhunter.com/trends/cross-country-legacy.md) - [Digital Audio-Visual Exhibitions](https://www.trendhunter.com/trends/audiovisual-exhibition.md) - [Surreal Imaginative Fantastical Films](https://www.trendhunter.com/trends/problemista.md) - [Caveman-Centric Running Campaigns](https://www.trendhunter.com/trends/craft-sportswear-brand-film.md) - [Farmer-Supporting Short Films](https://www.trendhunter.com/trends/a-future-begins.md) - [Kpop-Star Cinematic Short Films](https://www.trendhunter.com/trends/dream-short-film.md)