Hendrix In Motion / The Spacedawg X Hendrix Campaign Film
Published: 12 MAY 2026
Reading time: 5 mins
When Marshall invited animator and art director Michael Lim, known professionally as Spacedawg, to create the Hendrix and Marshall campaign film, the aim was never to recreate a single moment in time. It was built on capturing a feeling.
For Spacedawg, the first images that came to mind were the creative bond between Hendrix and Marshall, and the instantly recognisable outline of Hendrix himself. From there, the project evolved into an interpretation shaped directly by the music.
Inspired by retro animation styles from the 1970s and 1980s, Spacedawg built the film around the music. Listening always comes first for him. The track shapes the movement, with scenes forming naturally before they are translated into animation. Rather than referencing a specific performance, he focused on the emotion Hendrix brought to every show. There is joy, freedom and a sense of risk in that energy. Each sequence reflects the idea that no two performances, or creative experiences, are ever the same.
Representing an icon as vast as Hendrix brings its own challenge. Everyone carries a different version of him. Instead of trying to define one perspective, the animation relies on atmosphere. It’s aggressive, psychedelic and always in motion, reflecting Hendrix’s fearless approach to experimenting with sound. For Spacedawg, the process felt personal. His love of pushing visual transitions and exploring new forms mirrors Hendrix’s devotion to discovering what music could become. That spirit is why Hendrix still speaks so strongly to creators today. He represents artistic freedom and the nerve to express something honest. Through this collaboration, Marshall and Spacedawg carry that legacy forward, inviting a new generation to connect with the same spark. This is a reminder to create boldly, to experiment without fear, and to let the work come from a genuine place.
Step inside Spacedawg’s creative process and see the sketches that shaped the Hendrix and Marshall campaign film while capturing energy and motion.
