AINS directs a visceral dance performance promo for Arab Strap, featuring dancer Molly Scott Danter.

The intense, stripped-back promo for Bliss opens with Danter frozen in a torturously uncomfortable position, before delivering an arresting performance of contorted choreography, which feels dreamlike or even nightmarish at times - and made more jarring by the location, in front of a window looking out on a nighttime cityscape.

The stirring concept to accompany the characteristically dark storytelling of Arab Strap's lyricist Aiden Moffatt, is elevated by Sean McDonald's cinematography, which employs slow shutter speeds to create haunting movement trails and strobe lights to disorientate the viewer. 

“In crafting the video, I envisaged a journey through a stark, surreal world that mirrors the haunting intensity of the song," explains director AINS. "From the very start, our dancer Molly personifies a character trapped in a dystopian realm, serving as a metaphor for life's relentless and often unfathomable challenges.

"Her dance is not just a performance; it’s a visceral battle for survival in a world plagued by obscure judgements and unspoken rules.

"The visual style of the video resonates with this narrative. We played with lighting – transitioning from stark whites to deep blues and oranges – and purposefully exposed the set's raw structure, including the circular camera track, to create a surreal and almost claustrophobic atmosphere. My goal was to utilise these elements, combined with techniques like motion blur and layered visuals, to craft an immersive, disorienting viewer experience.

"A huge shout-out goes to Arab Strap, my incredible crew, and specifically to Molly, whose powerful performance is the heartbeat of this project.”