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

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