Earlier this year, idiosyncratic Goddess FKA Twig’s partnered with Nike as Creative Director for their debut of the Zonal Strength Tights campaign. ‘When Nike first came to me with this project, I saw it as an opportunity to let young people know they have the power to become the best versions of themselves.’ Twig’s states on the Nike website. Teasing fans for months on her Instagram page the singer, song-writer, choreographer and all around powerhouse of British creative talent – has surprised the internet with her latest ethereal pop music video promo ‘do you believe in more?’
The two minute long music video is visually dense in fascinating imagery, as stylist Matthew Josephs has uniquely configured a surreal cultural combination. Golden facial ornaments amongst tribal face paints, along with the Nike branded clothing really sparks a sense of inspiration whilst striking a haunting tone amongst the dilapidated Mexican location. With FKA Twig’s in the directors chair for this project, the choreography was conceived by Tovaris Wilson & Bethany Strong. The pulsing rhythm to the choreography and frenetic editing keeps the strong pace throughout.
The music track ‘Trust In Me’ derives ahead of FKA Twigs’ latest album release and ties perfectly into the campaign. FKA Twigs joined the project as the artist wanted to highlight the inequality that faces may dancers who consider themselves as athletes. Believing in yourself appears to be the mantra echoed here with FKA elaborating on this…
“Do you believe that, in six months’ time, you’ll be able to run like that, or jump like that? Do you believe that you’ll be able to train longer? Do you believe that you can get in your best physical shape? Do you believe that you can use your confidence to get that promotion, or finish that creative project?”
FKA Twig’s has always been an advocate for believing in oneself and striking out against what is perceived as the mainstream. Encouraging young viewers to follow your passion in life across many mediums. As previously mentioned, FKA Twig’s has a history of choreographing intimate dance numbers across various genres of dance. Moving to London when she was 17 to pursue a career as a Jazz dancer, FKA has always looks to break the mould and explore her creativity in different mediums. In 2014, she collaborated with music video filmmaker Daniel Wolfe – as choreographer for a scene in his astounding debut Catch Me Daddy. A particularly note-worthy scene that is the focal point in the lead character Laila’s development as frustrated independent women, which Wolfe himself considered the “Heart of the film”.
Although the ‘do you believe in more?’ promo may be perceived as a new-age advertisement aimed at millennials, there is something fascinating about blending the lines between music video, promotional videos, and creative fashion. All the while supporting a positive message at the heart of the project. Pushing boundaries and accepting diversity is a cause we can all get behind in 2017. ‘Through dance, I’ve met young people who work really hard and have dedicated their lives to being active. To me they represent ‘modern movement’, which I define as exploring any genre of sport without boundaries.” Take a look for yourself and see if you are inspired to break the mould in 2017?
