Viktoria Modesta: Prototype

Credits

Agency 4Creative
Production Company Rogue Films

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Credits

Agency 4Creative
Production Company Rogue Films
Post Production Electric Theatre Collective
Editing Company Assembly Rooms London
Sound Design Soulwax
Editor David Stevens
Director of Photography Florian Hoffmeister
Commissioner Kirstin Cruikshank

Art Director Tim Gibson
Agency Producer Nicola Brown
Executive Producer Miketta Lane
Creative Chris Bovill
Creative John Allison
Director Saam Farahmand
Producer Kate Hitchings

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Created by 4Creative as part of Channel 4's Born Risky brand campaign this promo is for the world's first amputee popstar, Viktoria Modesta.

Aired during the final of ITV's The X Factor last Sunday (14th), the piece, produced by Rogue Films and helmed by Saam Farahmand, sees the singer launch her latest single, Prototype, with a stylish and Orwellian style film.

The music video aims to break the taboos surrounding disability by inviting viewers to forget their preconceptions about beauty while supporting Channel 4's mission to invest in risky productions.

Speaking about the promo Dan Brooke, chief marketing & communications officer at Channel 4 said "Channel 4 was born to be different: to offer alternative perspectives and to take creative risks, especially with new talent. In a world of homogenized pop, Viktoria is those values in a nutshell."