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Sigrid: Focus
Abstract visuals with a subtle narrative tell a familiar tale of heartbreak. This music video was made for one of the first songs recorded by Islands Records' artist Sigrid, released on her debut album in demo form.
Directed
Moth Studio
Designed
Moth Studio
Produced
Moth Studio
2D Animation
Bianca Beneduci Assad, Mattias Breitholtz, Russell Etheridge, Alex Grigg, Mick O’Sullivan, Stephen Vuillemin and Moth Studio
3D Animation
Russell Etheridge, Jason Pamment and Moth Studio
Compositing
Daniele Baiardini and Moth Studio
Client
Island Records
Producer
Charlie Drinkwater
Video Commissioner
David Knight
Marketing Manager
Charlotte Birch
Publicist
Elspeth Merry
Production Year
2018
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Island Records and Sigrid approached us with the idea of creating a music video that dealt with heartache in an unconventional way. To contrast the sweet and sensitive nature of the song, we came up with the concept of a bold, frantic yet tender landscape, that would allow us to explore the experience of heartbreak through a series of bodily reactions.
In this landscape, memories inhabit organs like the heart, brain, gut and eyes. Over the course of the animation, we see the organs struggle with these memories, twisting, turning, compressing and fracturing to expel them from the body. However, by rejecting all these experiences, good and bad, the body is damaged.
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At the climax of the track, a decision is made to reinterpret these memories and absorb them back into the body, colour and life flow back into the organs, turning heartbreak into an experience of growth rather than defeat.
Starting with a range of colours now associated with Sigrid’s bright and bold aesthetic, we created different ‘worlds’ for each organ employing various animation techniques and software to give that part of the body its own look and feel.
:quality(85))
:quality(85))