Island Records and Sigrid approached Moth with the idea of creating a music video that dealt with heartache in an unconventional way.
To contrast the sweet and sensitive nature of the song, Moth came up with the concept of a bold, frantic, yet tender landscape that would allow them to explore the experience of heartbreak through a series of bodily reactions.
In this landscape, memories inhabit organs like the heart, brain, gut, and eyes. Over the course of the animation, we see the organs struggle with these memories, twisting, turning, compressing and fracturing to expel them from the body. However, by rejecting all these experiences, good and bad, the body is damaged.
At the climax of the track, a decision is made to reinterpret these memories and absorb them back into the body; colour and life flow back into the organs, turning heartbreak into an experience of growth rather than defeat.
Starting with a range of colours now associated with Sigrid's bright and bold aesthetic, Moth created different 'worlds' for each organ, employing various animation techniques and software to give that part of the body its own look and feel.
Moth is a multi-award winning animation studio formed by Daniel Chester, Dave Prosser and Marie-Margaux Tsakiri-Scanatovits.
Since collectively graduating from the Royal College of Art, they have quickly become renowned for their perceptive, emotive storytelling. Whether it’s examining the looming threat of artificial intelligence, the effects of rainforest deforestation or the plight of refugees, their colorful, hand-drawn animation style and narrative cadence possess a maturity that belies their youth.
Their projects have been screened and awarded in festivals worldwide, including a BAFTA nomination for ‘Matter Fisher’ in 2011, a British Animation award for ‘HIAS: For the Refugee’ in 2016, a D&AD Graphite pencil and Annecy Crystal Award for their New York Times piece ‘Modern Love: A Kiss, Deferred’ in 2016, as well as an ADC Young Gun Award and a YCN Professional Award for their greater portfolio of work.