The U.K.'s Channel 4 not only created this awesome video from amputee musician Viktoria Modesta, it bought ad space during the final show of rival channel ITV's "The X Factor" last night to promote her. In the edgy and provocative six-minute film, Modesta -- who aims to be the first "bionic" pop artist and who we think could give Lady Gaga some serious competition -- sports a black metal spike in place of a prosthetic leg. At other moments, the prosthetic leg is silver, and there's a transparent version that lights up. But it's the spike that has the most impact, making for a beautiful, somewhat excruciating-to-listen-to, dance sequence that rounds off the film. (Watch the Making Of film to find out more.)
Directed by Rogue's Saam Farahmand, the film forms part of Channel 4's "Born Risky" series championing disability. Although some U.K. reports suggested Channel 4 buying space during "The X Factor" final was a deliberate provocation to Simon Cowell and the "manufactured" pop stars on the show, John Allison, joint head of Channel 4's 4Creative, told Creativity: "The decision to put an ad during "The X Factor" wasn't to goad Mr. Cowell. It was to try and help Viktoria reach the audience we know she deserves."
He added: "We wanted to challenge preconceptions around disability within pop culture. Why is it not perceived as "cool"? Why is it only "inspirational" and never "aspirational"? Why is it never seen as "sexy"?"
"We met Viktoria and she blew us away. We wanted to give her the platform that so many others hadn't. She embodies so much of Channel 4. She was perfect for our "Born Risky" campaign."