Forever’s AB/CD/CD Direct Sigrid's 'Sucker Punch'

The inimitable Parisian directing duo AB/CD/CD have directed a high energy, kinetic and thoroughly charming video for Sigrid’s new single “Sucker Punch” through Forever.

The video is centred around Sigrid giving an effortless charismatic performance whilst taking the viewer on an unexpected series of visual sucker punches.  The Wikipedia definition of sucker punch says “a series of blows made without warning” and that is exactly what this video does, it exports the viewer to a series of situations, where things don’t go as expected and take a radical transformation, taking both the viewer and Sigrid to unexpected situations in unexpected places, yet she always  finds  a  way  to be in control, in an almost superhero ability to roll with the punches.

Speaking of the video, ABCDCD said:
“We first came across Sigrid with her “Strangers” video, we thought immediately that she had such a great energy and loved the way she performed, and we knew we absolutely had to shoot with her. A couple of months later, we were sent the SUCKER PUNCH track by our production company, we loved it, and here we are. 

We wanted to capture her as she is, keeping her personality and energy, and have her travel through different “Sucker Punch” experiences while performing, but always focusing on her as if she was a superhero in the middle of frame.

Working with her was a real pleasure. In 2 days and nights, we definitely challenged her with the amount that she was required to do until two in the morning, but she was a delight always, hard to say which shots have been shot at 2am tho’.”

Sigrid comments

“The video is a bit mad, and that’s the whole point, as there’s a lot going on in the song. My favourite part of filming was when he had pyro on set. We even had a pyro person, hell yeah! It’s filmed in London and the set design was so good, what a team. I hope people have fun watching it; and dance, sing and laugh. My favourite part of the video may be the scene when I’m running through the crowd. ah! So much fun working with ab/cd/cd - they’re very talented :)  If you’re wondering if you can buy the Sigrid Tacos... we should make that happen!”