The invitation had history behind it. When GEEDUP and StreetX announced their first collaboration in August 2021, GEEDUP wrote that it came with “10yrs of camaraderie”: “I remember @guccismoothie kicking off around the same time we did. We have grown along side each other as brands and business owners ever since.” The piece was a reversible duck down jacket, and the two teams finally stood side by side in Perth on 12 August 2022, when THEY KNOW x PLAY FOR KEEPS went in store at StreetX.

The ribbing has never stopped. On the day of that Perth release GEEDUP asked the queue to wait patiently, “unless you’re causing @guccismoothie headaches”.

The reel is all hard light: bare brown hills, a sky with nothing in it, cars pulled up on the dirt. Ear defenders stay on throughout. Rifles with timber stocks are laid out on a folding table, a pistol throws a spent casing across the frame, and shotgun shells and empty cartridge boxes cover the ground. Between turns there is a lot of laughing, and at one point some shadowboxing.

The posters were the joke at the centre of it. GEEDUP’s blue Black Friday posters were stood up in the dirt as targets, and the reel follows them from going up to what was left of them by the end.

The range day was one part of GEEDUP’s run-in. In the days that followed, the same blue posters went up on walls in the United States, and Black Friday itself arrived on 30 October, a story told in full elsewhere on Discover.

GEEDUP signed the post off the only way it could: “God bless Amurrikah.”