Rianne White has directed and choreographed the beautiful and considered music video for Ellie Goulding’s new song Flux. 

Shot in black and white, the promo focuses on abstract movement and lighting, as Rianne White mirrors the song’s minimalist production by capturing the simple nuances of Goulding’s performance.

She’s seen alone in a cavernous room as she elegantly moves to the melodies, plays piano and later cathartically sings as rain comes down.

RIANNE WHITE:

”Ellie has been the artist I poured my heart into growing up, knowing her songs and lyrics as if they were a soundtrack to my life. To be offered the chance to work with her on ‘Flux’, in a way that would be driven visually by female empowerment and strength, was extremely motivating and exciting. ‘

“Flux explores an intimate monochrome series of portraits of showing Ellie embodying the complexities of emotion with movement and symbolism in response the song. We shared such a strong set of ideologies as women, supported by immense female leadership across departments throughout production.

“The personality of this shoot conducted its own magic with such respect and unity, I feel inspired in the knowledge that genuine and incredibly talented people are leading the way, and yes... They are women!”