Overview

• Bieber released the black-and-white video for "First Place" on Aug. 14 as part of Swag's visual campaign.
• Filmed by Rory Kramer at the remote Flóki Studios in Northern Iceland, the clip weaves studio recording sessions with scenic nature backdrops.
• Scenes include helicopter rides, snowboarding and a spontaneous nighttime swim where Bieber jokes "FORGIVE MY CHICKEN LEGS" in the YouTube caption.
• Recording footage shows Bieber and musical collaborators hunkered in a mountain cabin, emphasizing communal creativity in isolation.
• The video extends Swag's documentary-style rollout, building on the family-focused "Yukon" visual to deepen the album's intimate storytelling.