CommercialsPop PromosShort Films    UKInternational
Rina Sawayama
'This Hell'
17 June 2022 4 mins 04s

Damnation never looked so fun as in this promo for Rina Sawayama's 'This Hell'. The quirky promo sees the pop singer celebrate Pride month via a Vegas-style wedding to people of multiple genders, facing down protestors and paparazzi with buckets of attitude.

The film is all about style, as line-dancing influenced choreography mixes the traditional with the futuristic. Subtle VFX gives the artist glowing demonic eyes in some scenes too, adding a sense of unreality to the piece.

It's a camp and cheerful response to homophobic attitudes, turning insults back on themselves in a way the LGBT community has always embraced. "Turns out I'm going to hell/ If I keep on being myself," Sawayama sings. "Pass the wine bitch/ We're going straight to hell."

Product Category: Promos

Territory: UK


CD: Chester Lockhart

Partizan
Director: Ali Kurr
Producer: Ayo Alli
EP: Mayling Wong
DOP: Diego Rosenblatt
Prod Design: Lyubika Georgieva
Choreography: Joshua Pilmore

The Assembly Rooms
Editor: Jack Williams

Time Based Arts
Colourist: Myles Bevan

  Rina Sawayama - 'This Hell'


Rina Sawayama
'This Hell'
17 June 2022 4 mins 04s

Damnation never looked so fun as in this promo for Rina Sawayama's 'This Hell'. The quirky promo sees the pop singer celebrate Pride month via a Vegas-style wedding to people of multiple genders, facing down protestors and paparazzi with buckets of attitude.

The film is all about style, as line-dancing influenced choreography mixes the traditional with the futuristic. Subtle VFX gives the artist glowing demonic eyes in some scenes too, adding a sense of unreality to the piece.

It's a camp and cheerful response to homophobic attitudes, turning insults back on themselves in a way the LGBT community has always embraced. "Turns out I'm going to hell/ If I keep on being myself," Sawayama sings. "Pass the wine bitch/ We're going straight to hell."

Product Category: Promos

Territory: UK


CD: Chester Lockhart

Partizan
Director: Ali Kurr
Producer: Ayo Alli
EP: Mayling Wong
DOP: Diego Rosenblatt
Prod Design: Lyubika Georgieva
Choreography: Joshua Pilmore

The Assembly Rooms
Editor: Jack Williams

Time Based Arts
Colourist: Myles Bevan

Rina Sawayama 17 June 2022
'This Hell' 4 mins 04s

by Syd Briscoe

Damnation never looked so fun as in this promo for Rina Sawayama's 'This Hell'. The quirky promo sees the pop singer celebrate Pride month via a Vegas-style wedding to people of multiple genders, facing down protestors and paparazzi with buckets of attitude.

The film is all about style, as line-dancing influenced choreography mixes the traditional with the futuristic. Subtle VFX gives the artist glowing demonic eyes in some scenes too, adding a sense of unreality to the piece.

It's a camp and cheerful response to homophobic attitudes, turning insults back on themselves in a way the LGBT community has always embraced. "Turns out I'm going to hell/ If I keep on being myself," Sawayama sings. "Pass the wine bitch/ We're going straight to hell."

Product Category: Promos

Territory: UK


CD: Chester Lockhart

Partizan
Director: Ali Kurr
Producer: Ayo Alli
EP: Mayling Wong
DOP: Diego Rosenblatt
Prod Design: Lyubika Georgieva
Choreography: Joshua Pilmore

The Assembly Rooms
Editor: Jack Williams

Time Based Arts
Colourist: Myles Bevan