A big summer hit deserves a big summer video and Henry Scholfield has certainly delivered with this one for Dua Lipa.In New Rules, Dua needs to get through the difficult end of relationship with an …
Dua Lipa 'IDGAF' by Henry Scholfield
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***.”
|Creative Director||Henry Scholfield|
|Executive Producer||Katie Dolan|
|Director of Photography||Pau Castejón|
|Production designer||Morgan Kennedy|
|Casting director||Leanne Flinn|
|Make-up (Artist)||Francesca Brazzo|
|Hair & Make-up||Louise Hinton|
|Post production company||Glassworks|
|Post Producer||Joe Billington|
|Colourist||Daniel de Vue|
|Production Manager||Sam Jackson|
|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|
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