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Dua Lipa 'IDGAF' by Henry Scholfield

David Knight - 15th Jan 2018

Henry Scholfield gets back together with Dua Lipa for a kind of sequel to the MVA-winning, near-billion viewed global smash New Rules. 

Once again Scholfield visualises the singer's internal argument with a consummate display of choreography and camera trickery. And this time there are, appropriately, two Duas. There's the stronger defiant Dua and her softer confused counterpart, figuring out how to deal with a lingering ex. And both are flanked by mirror-imaged dance squads.

The constantly moving camera brilliantly merges the two groups, in a video that Scholfield conceptualised with Moseart - that's Paul ‘Stromae’ Van Haver and his creative director Luc Junior Tam. 

“I wanted the conflict between Dua’s two alter-egos to become an emotional exchange in their movement," says Scholfield. "I had the chance to work with the fantastic Marion Motin, to create a choreography that is something you sense/feel rather than just watch. Dua and I devised a way to make her two alter egos opposing, and she did an amazing job at personifying them in her performance, without missing a step... literally.

“For the concept, we wanted to embody the sense of empowerment in the track, whilst going beyond the literal breakup context. A visual of the internal struggle, showing the two sides of Dua’s emotive state, like an argument with someone you love. The strong Dua at first berating then eventually persuading her weaker alter ego that they both don’t give a f***.”

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David Knight - 15th Jan 2018

Tags

  • Choreography
  • Director's notes
  • Pop

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Credits

Production/Creative

Director
Henry Scholfield
Producer
Campbell Beaton
Production Company
Executive Producer
Katie Dolan
Production Manager
Sam Jackson

Camera

Director of Photography
Pau Castejón

Art

Production designer
Morgan Kennedy

Wardrobe

Stylist
Lorenzo Posocco
Hair
Anna Cofone
Hair & Make-up
Louise Hinton
Make-up (Artist)
Francesca Brazzo

Choreography

Choreographer
Marion Motin

Casting

Casting director
Leanne Flinn

Editorial

Editor
Johnny Rayner

Grading

Colourist
Daniel de Vue

VFX

Post production company
Glassworks
Post Producer
Joe Billington

Misc

Creative Director
Henry Scholfield
Creative Director
Mosaert

Other credits

NAIL TECHNICIAN

Michelle Humphrey

SEAMSTRESS

Charlie Watkins

2D LEAD

Ben East

2D

LEANNE PLETERSKY & SACHA DANJOU

VFX

PREVIS DOCK10

PRODUCTION ASSISTANT ZOE TRAVICA

COMMISSIONER ALEX BURFORD @ WARNER BROS RECORDS

MANAGEMENT BEN MAWSON @ TAP MANAGEMENT

David Knight - 15th Jan 2018

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