FAMY air new video for ‘Ava’

It would’ve been an easy, fairly smart bet to give FAMY’s new single, ‘Ava’, a gigantic, life-affirming video set in the heart of summer, the words “ANTHEM” emblazoned on the screen for the duration. Instead, a new clip brings out the darker side to ‘Ava’, a side that isn’t initially clear beneath its booming chants.

As it plays out, ‘Ava’ is a song that ends with the particularly grim line, “I don’t have anything. The group’s frontman, Bruce Yates, stars in the new clip surrounded by nasty-looking nuclear reactors and a trusty friend of a German shepherd. It’s a wonderful dog - one of the finest to grace a video in ages. It even gives Bruce cuddles at the very end - he looks like he needs them.

As Huh’s premiere discovers, the video was initially created using a Chris Martin-featuring storyboard. It’s quite something.