senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

Rogue's Saam Farahmand Brings Bionic Pop Star to UK Screens

16/12/2014
Production Company
London, UK
71
Share
Farahmand conceives, writes & directs promo for Viktoria Modesta's ‘Prototype’

On Sunday 14th December during The UK X Factor Final on ITV, Viktoria Modesta, a truly alternative pop artist was introduced to the nation. Launching as part of the Channel 4 brand campaign, ‘Born Risky’ and commissioned by C4 Creative, the Saam Farahmand conceived, written and directed promo for the song ‘Prototype’ was premiered to an estimated 10 million viewers. 

Released online on Friday, the film had tallied up in excess of 6m hits on Victoria’s Facebook page without any press in two days. A tally that’s now risen to 8.5m and climbing fast. 

The promo presents Viktoria, every inch a new contemporary artist but with a difference that sets her apart from the idealised form of a pop artist - a prosthetic limb. Saam has created an amazing visual platform for Viktoria to express some of her more extreme ideas and continue in her fight against being categorised. 

Saam Farahmand says: “Through this video, pop culture had to engage the physical reality of amputation as a poetic concept rather than a medical procedure. The video had to create an unapologetic and less ‘morality-riddled’ forum for someone like Viktoria to exist in the mainstream. Like Viktoria, it bores me that the only way an amputee can be relevant is to achieve something that people easily understand. Culture currently dictates that we view disability from a position of wholesome admiration and empathy. This video challenges that convention”. 

Brand
Agency / Creative
Production
Post Production / VFX
Editorial
Music / Sound
Credits
Agency / Creative
Production
Editorial
SIGN UP FOR OUR NEWSLETTER
Work from Rogue Films
Home for the Holidays
Carib Breweries
08/11/2024
3
0
Sainsbury's BIG Christmas
Sainsbury’s
01/11/2024
25
0
Sky Full Fibre
Sky Broadband
01/10/2024
23
0
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0