Lucrecia Draws on the Stylishly Surreal in JADE's 'FUFN'

Director Lucrecia depicts a superstar’s rocky relationship by blending a conceptual narrative with stylish, offbeat imagery in the latest music video for JADE. Titled ‘FUFN’, or ‘Fuck You For Now’, this powerful femme-anthem explores the darker side of fame through dynamic visuals and intimate storytelling.

In the music video, Lucrecia crafts a nightmarish fever dream where JADE and her on-screen boyfriend, played by Connor Finch, attend the premiere of a film she is starring in. The event is hosted by Nick Grimshaw, one of the UK’s premiere broadcasters, podcasters, DJs, and authors, and is packed with moviegoers. Grimshaw kicks off the evening with a short Q&A, which JADE is happy to participate in until her boyfriend makes a snide remark that gets her fuming. From here, the video becomes increasingly surreal, with the audience’s faces morphing into evil grins. It’s enough to force JADE out of the theater, and her dramatic exit is not without a memorable final act toward the man who embarrassed her.

Lucrecia is a four-time UKMVA nominee, including a nod for Best Director and a win for Best Pop Newcomer. Originally from Buenos Aires, she studied photography in London, where she also discovered her passion for moving images. Her unique style—characterized by hyper-real aesthetics, strong characters, and vividly crafted worlds—has become a signature in both her photography and film work. Her bold narratives and distinctive visuals have earned her recognition across the commercial and music industries, with accolades from Kinsale Shark, Creative Circle, 1.4 Awards, and the UKMVAs. Her work has also been honoured at the Cannes YDAs and Ciclope.