Creativity

Watch This Beautiful, Provocative Music Video Starring an Amputee Pop Artist

Channel 4 Bought Space in U.K. 'X Factor' Final to Promote Viktoria Modesta

Published on Dec 12, 2014

Editor's Pick

The U.K.'s Channel 4 not only created this awesome video from amputee musician Viktoria Modesta, it bought ad space during the final show of rival channel ITV's "The X Factor" last night to promote her. In the edgy and provocative six-minute film, Modesta -- who aims to be the first "bionic" pop artist and who we think could give Lady Gaga some serious competition -- sports a black metal spike in place of a prosthetic leg. At other moments, the prosthetic leg is silver, and there's a transparent version that lights up. But it's the spike that has the most impact, making for a beautiful, somewhat excruciating-to-listen-to, dance sequence that rounds off the film. (Watch the Making Of film to find out more.)

Directed by Rogue's Saam Farahmand, the film forms part of Channel 4's "Born Risky" series championing disability. Although some U.K. reports suggested Channel 4 buying space during "The X Factor" final was a deliberate provocation to Simon Cowell and the "manufactured" pop stars on the show, John Allison, joint head of Channel 4's 4Creative, told Creativity: "The decision to put an ad during "The X Factor" wasn't to goad Mr. Cowell. It was to try and help Viktoria reach the audience we know she deserves."

He added: "We wanted to challenge preconceptions around disability within pop culture. Why is it not perceived as "cool"? Why is it only "inspirational" and never "aspirational"? Why is it never seen as "sexy"?"

"We met Viktoria and she blew us away. We wanted to give her the platform that so many others hadn't. She embodies so much of Channel 4. She was perfect for our "Born Risky" campaign."

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About

Credits

Date
Dec 12, 2014
Agency:
4Creative
Client:
4Creative
Creative Director:
Chris Bovill
Creative Director:
John Allison
Executive Producer:
Miketta Lane
Producer:
Kirstin Cruickshank
Production Company:
Rogue
Director:
Saam Farahmand
Producer:
Kate Hitchings
Production Assistant:
Hannah Cooney
DOP:
Florian Hoffmeister
Art Director:
Tim Gibson
Costume & Styling:
Joanna Hir
Choreography:
Jay Revell
Alternative Limb Designer:
Sophie de Oliveria Barata
Editor:
David Stevens @ Assembly Rooms
Post Production:
Electric Theatre Collective
Composer:
Viktoria Modesta
Composer:
Roy Kerr
Composer:
Hester Baldwin
Arranger:
Viktoria Modesta
Arranger:
Roy Kerr
Publisher/Library:
Copyright Co

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