First Aid Kit 'It's A Shame' by Mats Udd

First Aid Kit 'It's A Shame' by Mats Udd
  • By David Knight
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After making three videos, shooting live gigs and a documentary, it's been six years since Mats Udd last worked with First Aid Kit. Now he's marked their reunion with a real gem.

In side-by-side, stereoscopic vision, the Söderberg sisters take the same trip, walk the same streets, meet the same busking band, go bowling. But their experiences are very different: Johanna has a magical time; Klara has a total stinker. 

All the time, they are both singing the track It's A Shame, in their unmistakeable harmonic style. W, where the Swedish folk-pop duo's video was premiered, reports that it was inspired by the movie Sliding Doors. And old video-heads may be drawn to remember the Gondry classic for Cibo Matto. But the fact that we're not looking at two identical Gwyneth types arguably adds a bit of controversy here. 

Johanna is the 'pretty' sister, and she gets to glide through snowflakes; Klara does not have the same conventionally attractive looks, and she gets drenched. Would it work just as well if it was the other way around? Perhaps it's an idea that you could only do if you know your subjects very well, as Mats Udd does.

Credits

Director
Mats UddMats Udd website
Producer
Petra Krigström
Production Company
Slutet är Nära
Executive Producer
Alexandros Bakos
Production Manager
Cyndie Léa Vintilescu
Director of Photography
Viktor Skogqvist
Focus Puller
Jesper Wahlqvist
Gaffer
Peter Övgård
Hair
Sandra Svensson
Make-up
Mikaela Hållén
Editor
Mikael Hallmans
Colourist
Martin Steinberg
VFX
Patrik Janson
Commissioner
Saul Levitz
Label
Columbia Records / Sony Music

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