Sigrid - Focus

Produced, Directed and Designed by Moth Studio
2D Animation: Bianca Beneduci Assad, Mattias Breitholtz, Russell Etheridge, Alex Grigg, Mick O’Sullivan, Stephen Vuillemin and Moth Studio
3D Animation: Russell Etheridge, Jason Pamment and Moth Studio
Compositing: Daniele Baiardini and Moth Studio

Client: Island Records
Producer: Charlie Drinkwater
Video Commissioner: David Knight
Marketing Manager: Charlotte Birch
Publicist: Elspeth Merry

Island Records and Sigrid approached us with the idea of creating a music video that dealt with heartache in an unconventional way. To contrast the sweet and sensitive nature of the song, we came up with the concept of a bold, frantic yet tender landscape, that would allow us to explore the experience of heartbreak through a series of bodily reactions.

In this landscape, memories inhabit organs like the heart, brain, gut and eyes. Over the course of the animation, we see the organs struggle with these memories, twisting, turning, compressing and fracturing to expel them from the body. However, by rejecting all these experiences, good and bad, the body is damaged.

At the climax of the track, a decision is made to reinterpret these memories and absorb them back into the body, colour and life flow back into the organs, turning heartbreak into an experience of growth rather than defeat.

Starting with a range of colours now associated with Sigrid’s bright and bold aesthetic, we created different ‘worlds’ for each organ employing various animation techniques and software to give that part of the body its own look and feel.