Andy Mihov (aka AVM) directs a fascinating cyberpunk promo for Au/Ra, as the alt-pop artist jumps between reality and videogame worlds in a gripping sci-fi/ fantasy narrative. 

The video for CRACK! employs striking production design and visual effects to explore themes of mental health, escapism and triumph. AVM skillfully crafts a narrative of worlds within worlds, and the cracks between them through which our heroine must navigate. It's a cinematic vision, with glitchy edit effects and a stirring performance at its core. 

The story features Au/Ra, trapped in the lair of a Machine Entity which begins syphoning her consciousness away and fragmenting it as it begins to assimilate her. As she fights to retain control, she must jump between worlds inspired by different video game genres and styles. By completing each stage, she progresses further towards her escape and victory.

Behind the scenes, CRACK! was fueled by a very dedicated team whose contributions were crucial to shaping the final piece. The impressive physical set was built overnight and featured 30+ working screens. The different video game levels were crafted separately ahead of the shoot under the creative direction of AVM, working with artists across different time zones and software.

“I was fortunate enough to work with some truly big-hearted, creative giants who stuck by the vision till the end," says the director. "I believe that a big dream will attract other powerful dreamers to it. I think that’s exactly what happened here."

Mihov adds that Au/Ra was the perfect collaborator, in his favourite music video project to date. That included being able to pass on some of his fencing skills on the shoot day for one of the video's crucial scenes. 

“We were kindred spirits. At one point in the video Au/Ra has to smash the screens (with the evil Entity on them) using her sword. I had to quickly teach her a technique from longsword fencing called Zornhut (Wrath Guard). She did a fantastic job grasping the essence of it.

"It’s kind of a funky, weird stance that looks super over-the-top but is an actual historic fencing technique. As a lifelong fencer I’m particularly proud of how we got to do that.”