We spent last summer working with our friends at Virtue Worldwide, VICE Magazine’s in-house Creation and Branding Agency – brainstorming about the essence of GURU. We finally came up with a kickass tagline: Clean Energy For Dirty Minds (Big shout out here to Thalia, Spencer, Hosi and Suroosh!). What’s a dirty mind? A creative mind, a rebel, a kinky flirt, an independent thinker; all of the above? The answer belongs to you.

We got such a rush of ideas and inspiration from the tagline that we had to show it off on video. And so, Matthew Frost shot and directed a bunch of his hot & sexy friends in playful acts of deviance, inspired and energized (of course) by GURU. Added killer music to the mix and 8 amazing videos were born.

The scenes were shot late August in Manhattan and Williamsburg. We just can’t tell you how much crap-free fun we had on that shoot!

Feel free to comment on our videos and tell us which one you prefer!

photos by Justin Dallegret