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***.”