The Clio Music Awards have announced their winners for 2021, and we’re extremely excited to announce that FKA twigs ’Sad Day’ has taken home Silver in the Visual Effects category. The film also received Gold in the overall ‘Music Videos’ and ‘Direction’ categories.
The video is for ‘Sad Day’, the pensive song from her latest album MAGDALENE. Beginning in a café late at night, the video follows FKA twigs as she encounters an unidentified man and they start to sword-fight, breaking out of the café and into the streets. Directed by Doomsday Entertainment’s Hiro Murai, the visually unique video is based on the sensual movements of Wushu martial arts, which is used to depict the complex relationship between the two characters.
MPC worked in close collaboration with Murai throughout, helping to create the choreographed fight sequence across buildings, epic smashes through shop windows, and a dramatic final scene where FKA twigs is sliced in half with a samurai sword. Digital matte painting was also used throughout to build out and enhance the gritty backdrops.
Built on Clio’s enduring reputation for recognizing the most creative and culturally relevant marketing and communications, Clio Music celebrates the visceral power of music to connect consumers and brands around the world. The program was introduced in 2014 to award the creative contributions of the marketers and communicators that propel the industry forward, inspire a competitive marketplace of ideas and foster meaningful connections within the creative community.
Click here to view the full list of winners.