His first-person-POV music video
Biting Elbows: Bad Motherfucker (2013) attracted approximately 33 million views on YouTube and another 21 million on Vimeo. The reactions were enthusiastic, for example director
Darren Aronofsky wrote a Tweet, calling it "So well done" and
Samuel L. Jackson wrote "This is some Buck Wild shit!".
Timur Bekmambetov contacted
Ilya Naishuller through Facebook and offered to produce a feature film in the same style.