The tense psychic relationship between the urge to stand out and the need to fit in is explored in this intriguing promo for Norwegian artist Aurora. Director Kaveh Nabatian uses flowing fabrics and fluid movement to create an ethereal aesthetic throughout 'Your Blood', which sees the singer sport a fittingly blood-red dress in a world of beiges and greys.
Her unique appearance fits the song's defiant tone, which pairs airy electronica with strident lyrics such as a repeated refrain of "I refuse to die." It's only in the final third of the promo that cooling blue enters the colour palette to calm the nerves... but it's quickly accompanied by a hearty splash of gore.
Layered images and flashes of diverse dancers' twisted bodies suggest an exploration of the shadow self here, a hint that there's something weird and fundamentally human thrumming beneath the aesthetically pleasing surface. It's highly watchable stuff, and stands up to a second viewing to let the vibes really sink in.
Product Category: Promos