Earlier this year, we launched Directed By, a documentary-style series that pulls back the curtain on the technical and creative decisions that go into producing a music video that brings a song’s visual identity to life. Now, we’re back with a new episode that follows British artist FKA twigs and director Jordan Hemingway as they develop the video for “HARD.”
Created in partnership with Android, Directed By follows a music video’s journey from early storyboard sketches and location scouts to the final day on set. Our first episode featured Maisie Peters and James Ogram, giving fans a behind-the-scenes look at their work on “Audrey Hepburn” and “You You You.”
In our second installment, FKA twigs and Jordan break down the process of building a world that is “a little bit off” from reality, fueled by a deep mutual trust and a shared focus on the power of movement.
Spotlight: Jordan Hemingway
Jordan Hemingway is a London-based director whose visuals sit at the intersection of music and fashion. Entirely self-taught, he transitioned from a photographer focused on capturing the skateboarding scene into a style-forward filmmaker. Whether he’s directing music videos for Travis Scott and Wolf Alice, or crafting global campaigns for fashion brands, he’s known for establishing a strong mood from the very first frame that keeps you hooked through performance, pacing, and detail.
“I’m just someone who really likes to create things,” Jordan said. “For as long as I can remember, being creative in any capacity I could find has been at the core of who I am. I feel like I’m a world-builder. I like to build worlds that are not just exactly this one, whether it’s a little bit off or completely detached from reality.”
Jordan has formed a deep creative partnership with FKA twigs, an artist who treats movement and image as extensions of sound. To bring the world of “HARD” to life, Jordan relied on a blend of technical precision and raw instinct.
“For a while we flirted with a variety of different ideas. They were all dance based and then we started looking at more classic photographers and there was something about the stripping back of everything. This song to me has a classic tinge to it – really soulful, beautiful music – nostalgic in a way, whilst also being very modern.”
Stay tuned for one last episode
There’s more to come as we continue pulling back the curtain on the making of music videos. In our final episode, we’ll explore the creative process with another artist and highlight how directors use Google Gemini to spark inspiration and bring their ideas to life.
Dive into the second episode of Directed By featuring FKA twigs and Jordan Hemingway now, then check out the official music video for “HARD.”
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