Saam Farahmand in Creativity


Watch This Beautiful, Provocative Music Video Starring an Amputee Pop Artist: Channel 4 Bought Space in U.K. ‘X Factor’ Final to Promote Viktoria Modesta

The U.K.’s Channel 4 not only created this awesome video from amputee musician Viktoria Modesta, it bought ad space during the final show of rival channel ITV’s “The X Factor” last night to promote her. In the edgy and provocative six-minute film, Modesta — who aims to be the first “bionic” pop artist and who we think could give Lady Gaga some serious competition — sports a black metal spike in place of a prosthetic leg. At other moments, the prosthetic leg is silver, and there’s a transparent version that lights up. But it’s the spike that has the most impact, making for a beautiful, somewhat excruciating-to-listen-to, dance sequence that rounds off the film. (Watch the Making Of film to find out more.)

Directed by Rogue’s Saam Farahmand, the film forms part of Channel 4’s “Born Risky” series championing disability.

Saam is represented by Rogue in the UK and by Furlined in the US.

Client: Channel 4
Director: Saam Farahmand
Agency: 4Creative

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