Dans ma tête
music video
Client
Alexane
Year
2024
As an MTV kid, music and music videos have always been central to my creative journey. But as the industry and our way of consuming them has evolved (hello tik-tok 👋 ), storytelling in music has to evolve too. So, when French singer Alexane asked me to direct the video for her most intimate song yet, I knew one thing: it had to be Social by Design.
Building intemacy
In “Dans ma Tête” verses, Alexane reveals her most intimate fears, doubts, and insecurities—a brave move that immediately sparked a strong visual narrative. Filming on an iPhone and incorporating the candid aesthetic of BeReal allowed us to create an authentic window into her daily anxieties and questionings.
Leading to a freeing journey
The chorus, however, offers an invitation to break free from the doubts and fears that hold us back. This section was crafted as a liberating moment, set against the sun-drenched coast of Marseille— a visual metaphor for freedom and forward movement.
Social by Design
It can still feel difficult to process for an MTV-kid like me, but we know it: music and music videos are now discovered, consumed, and shared primarily on social media, on our phones, in vertical format.
For this project we went the extra mile, filming most scenes twice: once in vertical for bespoke social capsules, and once in horizontal for YouTube.
This resulted in custom-crafted deliverables, optimised for maximum impact on any platform.
The dream-team
Basically just Alexane and me 🤷♂️
We agreed together on the concept, and I took care of the rest : from location scouting to filming to editing to grading to VFX to placing the subtitles to delivering.
👉 For the curious minds, click here for the treatment and sequences I initially shared to Alexane.
Behind the scenes
Memories captured along the way.
