Megaforce’s first video since Is Tropical’s The Greeks is quite a big one…

Leo, Raphael, Clement and Charles (aka Megaforce) got the nod to direct Madonna’s video for Give Me All Your Luvin’ – the first, hyper-catchy song from new album MDNA – with a dark cartoon of a treatment which has Madonna being protected at all costs. For her part, Mdna is apparently a big fan of their Kid Cudi video.

It was shot in New York at the beginning of December, and after a lengthy edit by Madonna’s favourite editor Danny Tull, post production took place at Box in New York and Mathematic in Paris, who did sterling work creating backgrounds in several scenes – including most of the opening ‘suburbia’ scene.

Maybe less dark than Megaforce hoped, but still a blockbuster, and you can’t fault Madge for giving budding European directing talent a helping hand. She’s been doing it for years. And of course it ties in with her Superbowl show…

Madonna
Give Me All Your Luvin’ (ft. M.I.A. & Nicky Minaj)
Director: Megaforce
Producers: Matthew Fone, Jonathan Lia
Prod co: The Directors Bureau, Riff Raff, El Nino
Exec Producers : Melissa Culligan, Cayce Cole, Joceline Gabriel, Jules Dieng
Production supervisor: Carrie Bornstein
DoP: Par Ekberg
1st AD : Paul Laurens
Production designer: Ethan Tobman
M’s wardrobe: Arianne Phillips
Choreographers: Alison Kaufman; Nicole Winhoffer
Editor: Danny Tull
Post, supervision and SFX Art direction: Mathematic, Paris
Beauty & Grading : Pascal @ Box, New York
Post beauty & grading supervisor: Nadia Sadigianis @ Box
Post VFX supervisor: Guillaume Marien @ Mathematic.tv
Lead compositing : Frédéric Brandon@ Mathematic.tv
Commissioners: Kathy Angstadt / Michelle An @ U Music
Video Rep US: Lana Kim @ Hundreds & Thousands
Watch: here