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Rihanna reveals her ‘creepy’ video for new track What Now as she treats fans to a behind-the-scenes documentary

Clothing designer Adam Selman explained the shoot nearly ran into a spot of bother when the cream dress he'd created for the video went missing while en route to Thailand


She’s never one to hold back when it comes to delivering awe-inspiring videos to accompany her tracks. 

And Rihanna has now allowed fans a special glimpse into her vision thanks to a behind-the-scenes documentary shot while she was on location for her latest video, What Now. 

Shot in Phuket, Thailand, the video was directed by Darren Craig, Jeff Nicholas and Jonathan Craven of The Uprising Creative, and the 25-year-old singer admitted she was going for a ‘demented’ vibe. 

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Sneak peek: Rihanna has allowed fans a special glimpse into her vision thanks to a behind-the-scenes documentary shot while she was on location for her latest video, What Now
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Speaking to the camera as she got to work on set, she said: ‘Today we’re shooting the music video for my latest single from my latest album, Unapologetic. The song is What Now.

‘It’s going to be kind of eerie, very creepy. Everybody is probably expecting a narrative video and a love story of some sort, and something really soft and pretty. It is kind of soft but it’s really a little demented.’

In the video, Rihanna could be seen dressed in a simple nude gown and crucifix necklace as she writhed around on the floor dramatically.

‘It’s going to be kind of eerie, very creepy. Everybody is probably expecting a narrative video and a love story of some sort, and something really soft and pretty. It is kind of soft but it’s really a little demented.’
In the video, Rihanna could be seen dressed in a simple nude gown and crucifix necklace as she writhed around on the floor dramatically.

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Crazed: The 25-year-old singer admitted she was going for a ‘demented’ vibe when it came to her latest video 

 

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Hard at work: Rihanna said she thought her fans would expect a soft ‘love story’ from her latest offering

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Clothing designer Adam Selman explained the shoot nearly ran into a spot of bother when the cream dress he'd created for the video went missing while en route to Thailand

Clothing designer Adam Selman explained the shoot nearly ran into a spot of bother when the cream dress he’d created for the video went missing while en route to Thailand

Juxtaposing two different looks, the Diamonds hitmaker later channelled full-on gothic glamour as she vamped things up in a full-length black gown. 

Showcasing a super-short fringe and an undercut in her raven locks, the music superstar seemed to be utterly possessed as she grimaced at the camera while smoking away on the cigarette. 

And while the video was initially supposed to be shot over a two-day period, Rihanna was feeling so ‘hyper’ that she decided to plow through and complete the task in a gruelling 22 hours.

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The pop megastar put her all into the shoot as she took on the role of a possessed woman

 

The video was initially supposed to be shot over a two-day period, Rihanna was feeling so 'hyper' that she decided to plough through and complete the task in a gruelling 22 hours

The video was initially supposed to be shot over a two-day period, Rihanna was feeling so ‘hyper’ that she decided to plough through and complete the task in a gruelling 22 hours

 

The Diamonds hitmaker later channelled full-on gothic glamour as she vamped things up in a full-length black gown

The Diamonds hitmaker later channelled full-on gothic glamour as she vamped things up in a full-length black gown

When the cameraman joked that they were on day two of the shoot, a visibly shattered Ri-Ri responded: ‘It’s still day one. I mean it’s hyper, it’s extended. Why go home when you can come here and keep shooting?’

Rihanna’s entourage seemed particularly pleased with her choice of shoot location.
Stylist Mel Ottenberg explained: ‘This time is crazy because I’ve been on tour with Ri, and I’ve never really been on tour before. 

‘It looks fantastic and the real difference is that we’re in Thailand, which is amazing.

Rihanna showcased a super-short fringe and an undercut in her raven locks as she smoked away

Rihanna showcased a super-short fringe and an undercut in her raven locks as she smoked away

 

The music superstar seemed to be utterly possessed as she grimaced at the camera

The music superstar seemed to be utterly possessed as she grimaced at the camera

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Rihanna was surrounded by key members of her entourage as she got to work on set

 

‘We’re shooting in a warehouse and she’s kind of performing an exorcism-type thing. It’s 7am, which is kind of regular for us on a video shoot.’

Meanwhile, clothing designer Adam Selman explained the shoot nearly ran into a spot of bother when the cream dress he’d created for the video went missing while en route to Thailand. 

He said: ‘The two looks we came up with were actually really last-minute. The first dress in the white room is a dress I made for a shoot that never got used and it got lost in the mail for like a month, and then it turned up.’

 

 

 

 

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