Synopsis

Apple Jelly's "CONTROL" follows a dancer moving through Piccadilly Circus in London, turning the pressures of modern urban life into a tightly controlled performance. Surrounded by security personnel, towering advertising screens, traffic, and crowds, he repeats and develops a series of precise movements. The public square becomes both stage and surveillance zone, with the dance offering a physical response to routine, commercial pressure, and the sensation of being watched.

Factoids & Trivia

• The project reportedly began after the production team saw dancer Petru Hriscu performing in a London club. His distinctive dancing became the starting point for the video's concept.

• The video was filmed in Piccadilly Circus shortly before the 2012 Summer Olympics, when London was under heightened security and public attention.

• The location was chosen for its concentration of giant advertising screens. The production treated Piccadilly Circus as a symbol of commercial pressure and constant observation.

• "CONTROL" was released in connection with Apple Jelly's 2013 EP of the same name.

• The video was produced by Beast UK.

• The production received festival recognition, including selections at the 2014 Aesthetica Short Film Festival in the United Kingdom and Bornshorts Film Festival, as well as a later selection at the 2015 Disturb Awards in Paris.

• The video was also recognized as an IMVDb Pick.