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

David Knight - 13th Oct 2017

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.

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David Knight - 13th Oct 2017

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Credits

Production/Creative

Director
Mats Udd
Producer
Petra Krigström
Production Company
Slutet är Nära
Executive Producer
Alexandros Bakos
Production Manager
Cyndie Léa Vintilescu

Camera

Director of Photography
Viktor Skogqvist
Focus Puller
Jesper Wahlqvist

Lighting/Grip

Gaffer
Peter Övgård

Editorial

Editor
Mikael Hallmans

Grading

Colourist
Martin Steinberg

Commission

Commissioner
Saul Levitz
Label
Columbia Records / Sony Music

Other credits

Coordinating Manager Cecilia Lundström Hägglund

SAD Therese Adela Petterson

Runner Kristin Möller

PA Alina Grön

PA Isabelle Santiago

PA Alice Lindén

Steadi Cam Operator Nèstor Salzar

Best Boy Oskar Lundh

Technical Assistant Hugo Nilsson

Stylist Mikaela Hållén

SFX Robin Blick & Mats Sonnesjö, Panorama.

Title Design Emy Storey

Video Commissioner Saul Levitz

Band

Sverrir Gudnason

Simon Gozzi

Sebastian Ring

Katja Ring

Helena Ljungman

Thanks To

Falsett Produktion

Dagsljus

Light In A Room

Bowl-o-rama

Årsta Klippotek

Kina-Li

Årsta Folketshus

BFR Åkeslund Nr1

Anna Bask

Matilda Sundell

David Knight - 13th Oct 2017

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