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The promo for Katie Melua's new single I Cried For You stretches the boundaries of what is possible in music videos to the very limit and makes use of an innovative effect never before used on film.
In the promo, which was directed by Kevin Godley, a man sits for an unseen make-up artist to surgically remove his features. Melua is left in his place. As soon as this transformation is complete, another layer is removed to once again show Melua's male alter ego. The skin is removed in perfect, delicate chunks as both sing peacefully to some lost love.
"There are no blood and guts," says Godley. "It's not [Robbie Williams'] Rock DJ. It becomes pretty obvious that each piece that's removed is a mask. As soon as it is removed it becomes porcelain.
"I was intrigued by the possibility of coming up with something that expressed a relationship that was so close that the two people literally inhabited each other. One ...