The new campaign out of Goodby Silverstein & Partners sheds a whole new light on “you only live once.”

Epoch Films’ Martin de Thurah, who we have had the pleasure of working with on acclaimed projects for the likes of Robyn and Röyksopp, his short film “Mountain,” and Feist, took the helm on this over-the-top, amazing spot that makes the ultimate destruction of the world a reality when machines finally turn against man. And in that moment before we’re consumed by the fiery end, won’t you also be regretting why you didn’t go to that Sia concert?

It’s a fun, action-filled, absurdly-premised, totally captivating spot shot locally here in Mexico, on a stage in San Miguel for the lab scenes, and the streets of Santa Maria near City Center for the full-blown apocalypse. We were excited to welcome Martin back, after his multiple award-winning turn for Under Armour, in that emotive and poignant spot featuring Michael Phelps, ahead of the 2016 Summer Olympics.

Check out coverage of the spot on AdWeek, Shoot, and Forbes, and watch this space for the second spot in the campaign and behind-the-scenes captures coming later this week.