Channel 4 tells you to “forget what you know about disability” as the broadcaster introduces Viktoria Modesta, "the world’s first amputee pop artist".
Launching as part of the UK channel’s brand campaign, "Born Risky", a promo for the song “Prototype” invites viewers to watch a full length video online, which features singer and model Viktoria Modesta, an amputee.
The promo aims to challenge viewers’ perceptions of altered beauty and presents Viktoria as every inch a new contemporary artist – an antidote to the ideals of the contemporary pop world.
The artist began her music career four years ago and has since performed at London and Milan Fashion weeks as well as the 2012 Paralympics closing ceremony, where she performed as the Snow Queen to a live performance of Coldplay’s '42'.
“Like Viktoria Modesta herself this project is inspiring, unique and very hot. Pop stars these days are painfully dull and manufactured,” say Chris Bovill and John Allison, Heads of 4Creative.
“She is the perfect partner for Born Risky and Channel 4 as she embodies our governmental remit of championing alternative voices and establishing new talent.
“We wanted to build on the legacy of the Paralympics work so we asked ourselves ‘Why are there no disabled pop artists? Then Viktoria marched into our lives. She’s the real deal. She just needed someone to take a risk on her...”
Modesta is a British singer-songwriter and model who took the radical decision aged 20 to undergo a below-the-knee amputation to improve her mobility following difficulties at birth which left her with a damaged left leg.
“Through this video, pop culture had to engage the physical reality of amputation as a poetic concept rather than a medical procedure, says Saam Farahmand, Video Director.
“The video had to create an unapologetic and less ‘morality-riddled’ forum for someone like Viktoria to exist in the mainstream. Like Viktoria, it bores me that the only way an amputee can be relevant is to achieve something that people easily understand. Culture currently dictates that we view disability from a position of wholesome admiration and empathy. This video challenges that convention”.
In the ‘Making of Film’ the artist talks about her childhood, her background and her inspiration behind the collaboration. We also meet Sophie de Oliveira Barata, the woman behind the creation of the bespoke prosthetic legs which feature in the film.
In 2012, 4Creative were responsible for the multi-award winning Paralympics campaign "Meet the Superhumans" The film earned 4Creative multiple awards including the UK’s only Grand Prix at the 2013 Cannes Lions. The Born Risky campaign also includes Channel 4's "Gay Mountain" during the Sochi Winter Olympics 2014, which had a dig at Russia's anti-gay laws.
5 January 2015
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