Wanna see some fit aerobic-girls dance with black eye-linered death metal rockers on a pentagrammed floor, under the control of a shiny retro seventies styled starlet dressed in all gold and dancing between neons. Then the hip aerobics gals turn into glitter-vampires that empty the death metal men of their glittery multicolored glam blood? Have I got the video for you.

No, seriously, this is what Legs says about it: In “Alive” Goldfrapp leads black metal heads through sexed up aerobics. They are joined by neon nymphs who seduce and sacrifice them for rainbow blood. See?

Q&A with Legs on Goldfrapp "Alive"

Q : How did this job come to you?

LEGS: Alison Goldfrapp liked the Florence and The Machine video we made a few months ago and through Rokkit and our reps at OB Management asked us to take a crack at writing a script for “Alive.”

Q: Was their a creative brief given to you? Whose concept was it? How involved were Goldfrapp?

There was no real brief just a few guidelines - Goldfrapp wanted dancers, a performance, and a narrative. Because the song is so infectiously happy and bright we knew we had to place it in a dark and demonic world. We took an old, amazing concept that Georgie had about Norwegian Black Metal heads doing aerobics that Geremy reworked it into a narrative mixing Olivia Newton John with rainbow blood sucking sex nymphs and a neon coffin. Alison loved it from the start and was very involved with her look but gave us considerable freedom and trust with all the other elements of the production.

Q: There are a lot of things going on - vampires, girls who look they are right out of The 20 Minute Workout, Lasers – tell me about bringing all these elements together.

LEGS: With this video we were able to mix up a ton of ideas and genres that have been major interests of ours. Georgie’s been obsessed with the absurd sexuality of The 20 Minute Workout and the darkest of all musical forms for years and Geremy’s been jonesing to make a psychedelic horror movie. Because of the sound of the song we framed it in a Xanadu-esque neon+laser/ new-age church setting with Busby Berkley inspired choreography. The more visual ideas we threw into the pot the more excited the crew that worked on the piece got. It’s a classic tale of good versus evil where at the end the roles are reversed- the Goth guys are virgins who are sacrificed to keep Alison “Alive.”

Q: It looks like most of it was created in-camera - yes?

LEGS: Yes, we tried to get as much in camera as possible. We set many different lighting looks for Alison’s stage and were choreographing the lighting changes live while we were shooting, which gave the footage incredible energy. The smoke machines were like Dante’s Inferno. Also, Ross McLennan, our DP was a wizard with Alison’s beauty lighting and really made the set come to life better than we could have ever imagined. That being said we did do a lot of fun post stuff with Absolute- laser beams, fang transformation and the Grateful Dead inspired rainbow blood.

Q: How many shoot days was it. Can you tell me about the fun & challenges of the shoot?

LEGS: It was one long shoot day with much mania and magic. The morning was hilarious transforming these very handsome well mannered English boys into leather clad black metal jazzercisers. The smoke and colored lights and amazing choreography made it feel like a Halloween party on a Duran Duran video set. As we got later into the night the scene got more surreal, especially during the girls‘ vampire transformations. There was a lot of blood, gyrating, scary faces and g-strings running around. By the time we got to Alison laying in the neon coffin she was hamming it up with her gold fangs and didn’t want to stop.

Q: How would you describe this video in under 140 characters?

LEGS: Goldfrapp leads Black Metal heads through sexed up aerobics - they are joined by neon nymphs who seduce and sacrifice them for rainbow blood.

Q: Anything else I should know?

LEGS: Major respect to our editor Paul Snyder at Lost Planet who was hit by a bus, broke his wrist and edited the video with one hand. We raise our glasses.

Artist: Goldfrapp Track: “Alive” Record Company: Mute Records LTD Commissioner: Katie Griffiths, EMI Director: Geremy Jasper and Georgie Greville/ Legs Production Company: Rokkit Executive Producer: Luke Jacobs, Rokkit Producer: Helen Potter Director of Photography: Ross McLennan Editorial: Paul Snyder, Lost Planet Post Effects: Absolute Post, New York Art Dept: Louise Corcoran Choreography: Mark Battershall Stylist: Cathy Edwards Hair: Lyndell, CLM Makeup: Kelly Cornwell, Premier Casting: Nana Klimek

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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