Last week we were blown away by the video for Beyoncé's H&M swimwear campaign, which stars the superstar singing her new track Standing On The Sun, splashing in the sea, dancing in the sand and sitting on a throne surrounded by fire dancers. It's basically a mini Beyoncé video. Now we can see quite how much goes into a Beyoncé Knowles all-singing, all-dancing production thanks to the good folks at H&M who have released this behind the scenes video.
In the video we see Queen Bey learning her dance moves on set in the Bahamas. You might think that the complicated choreography would have taken days of rehearsals in the studio, but in the video Beyoncé laughs: ‘Now I have to learn choreography in five minutes.’
Frank Gatson, the co-choreographer, reveals: 'Beyoncé hasn’t really got the chance to rehearse as much as she would like to, Beyoncé has a lot on her plate but we will get it done.' But Bey takes it all in her stride, as in the video she is seen joking with her dancers despite the heavy workload.
The backstage video also includes an interview with the creative director for H&M Donald Schneider who says 'We have to do something which excites her as well as us. We have a fantastic creative team on it that came up with this idea of doing four elements – earth, wind, fire, water to create the drama and make something visually stunning.'
Of course this means that a LOT of work went into the video which lasts just one minute and 30 seconds. 'When we are in planning everything seems to be easy and fun but when you arrive at the location it’s an incredible amount of work,' Donald added.
H&M's creative director also reveals in the video, 'She’s excited about it and seems really happy. It’s a magic moment for all of us. In this commercial you will feel how much went into it.I don’t think fashion has ever been shown this way.' Bey certainly seems proud of her hair flipping and sand throwing in the H&M campaign, as the video ends with a 'that's a wrap' moment where Mrs Carter gives a big bear hug to one of the team. N'awww.
Discover what went into Beyoncé's H&M swimwear campaign in the video above...