Jungle

Project

Sugababes are back with an instant classic, and a very slick promo from Dora Paphides.

The video for Jungle finds the trio in a vast office space, where a menagerie of artistic vignettes unfold. Switching up between performance, choreography and abstract cutaways, it has all the markers of a classic Sugababes video, filtered through a mature, contemporary lens.

"I think I approached this video from a fan perspective," explains Paphides. "I’ve loved the Sugababes forever so this was an instinctive thing to do. I sort of thought, what would me excited watching a new Sugababes video, and led with that instinct.

"The concept was an editorial/pop take on day and night. I wanted to create this sense of night time and things aren’t what they seem at night. This translated into these office scenes, where the band slowly break out and enter the rave. Blink, and you might miss something. I wanted to create this sense of being in the dark and misinterpreting something you’ve seen. Or being drunk and trying to remember what happened.

"I looked a lot at Kito Munoz’s work, previous Prada and Rick Owens campaigns, Will Marcand building this- I wanted the classic pop video to have a fashion edge."