Creative mastermind Kanye West has unveiled an exciting visual project that he worked on to help launch a friend's magazine.

'25' is a new publication created by model Anja Rubik and she recruited the mind of the 'Heartless' rapper to both plan and record a conceptual video for it.

Barnaby Roper directed the short film, which is narrated by West himself, and it uses striking erotic imagery to draw in the viewer's eye. Speaking about the final edit, Rubik explained that sensuality was a vital part of their initial brainstorming session and it translated well on camera:

"We talked about porn looks these days, and he agreed with me that there's no porn out there that is beautiful aesthetically and integrates fashion to make a beautiful image."

"We were on the same page about a lot of things ... I thought it would be really interesting to make it seem like we were entering Kanye's head. It's not pornographic, but it's very sensual."

Watch the provocative clip below: