Promo News - 29th Oct 2018

Sigrid teleports between daytime reality and nighttime craziness - featuring rollerskating ghosts, a party-riot, and escaping from a marching band in a supermarket - in French directing duo AB/CD/CD's effervescent, vibrantly inventive video for Sucker Punch.

The directors - that's Camille Dauteuille and Clément Dozier - were inspired by the eclectic nature of Sucker Punch to dispatch Sigrid into a series of mad adventures when daylight literally switches off. And then, with more brilliantly executed transitions, she gets thrown into her next daytime scene.

While DoP Rob Witt's superb photography makes her larger than life, the art direction involved bringing in some distinctly Norwegian features to give Sigrid a taste of her homeland - like jumping through her own-branded taco boxes to escape that marching band. And it culminates in a swirl of tiny vignettes where she actually throws punches and turns into two animated avatars - including a seriously powerful 'anime' Sigrid. It's a knockout.

Sigrid 'Sucker Punch' by AB/CD/CD


"We first came across Sigrid with her Strangers video, we thought immediately that she had such a great energy and loved the way she performed, and we knew we absolutely had to shoot with her. A couple of months later, we were sent the SUCKER PUNCH track by our production company, we loved it, and here we are. 

"We wanted to capture her as she is, keeping her personality and energy, and have her travel through different “Sucker Punch” experiences while performing, but always focusing on her as if she was a superhero in the middle of frame.

"Working with her was a real pleasure. In two days and nights, we definitely challenged her with the amount that she was required to do, but she was a delight always - so it's hard to say which shots have been done at 2am."


"The video is a bit mad, and that’s the whole point, as there’s a lot going on in the song. My favourite part of filming was when he had pyro on set. We even had a pyro person, hell yeah! It’s filmed in London and the set design was so good, what a team. I hope people have fun watching it; and dance, sing and laugh. My favourite part of the video maaaay be the scene when I’m running through the crowd. ah!

"So much fun working with ab/cd/cd - they’re very talented :)  If you’re wondering if you can buy the Sigrid Tacos... we should make that happen!”


Production designerEmma Rose Mead
DirectorAB CD CD
Production CompanyForever
Production CompanyLa Pac
Executive ProducerSasha Nixon
Production ManagerSavvas Stavrou
1st ADChris Malin
2nd ADOliver Waters
Director of PhotographyRob Witt
Focus PullerEmily-jane Robinson
2nd ACMax Openshaw
SteadicamMatt Allsop
GafferNathan Matthews
ProducerAilsa Vanessa Tapping
Costume designerTheo White Wine
Hair & Make-up (Artist)Maria Asadi
Hair & Make-up (cast)Lucy Vick
ChoreographerSimon Donnellon
EditorTianès Montasser
Post production companyEditors
ColouristSylvain Canaux
VFX CompanyMathematic
Post ProducerLaurence Lelong
Post ProducerRaimbaut Gaffier
CommissionerDavid Knight
LabelIsland Records

Promo News - 29th Oct 2018

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