This project was created for French-Cameroonian artist Yamê, whose music is shaped by R&B, Hip-Hop, and Jazz influences. Our challenge was to win the pitch by curating a stunning visual approach, collaborating closely with the directors to develop out-of-the-box ideas that reflected his cultural heritage and personality.
The featured song, “Demain j’arrête,” delves into introspection, emotional conflict, and drug addiction, blending personal reflection with raw storytelling. We began by incorporating Yamê’s distinctive style and visual symbols—from his striking gold teeth to the rich cultural influences of Cameroon—crafting a visual narrative that not only captured the song’s emotions but also his identity.
Our research focused on bold, colorful imagery that celebrates the uniqueness of African fashion and aesthetics, combined with symbolic and artistic representations of Cameroon’s natural landscapes. A mix of dynamic camera movements and special effects was carefully integrated to bring Yamê’s inner world to life, visually translating the intensity of his emotions and conflicts.
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"Hey, Soldier!" explores the fragmented psyche of a lone soldier, lost in a war he cannot find. Our challenge was to craft a hauntingly immersive visual world—one where desolation, madness, and yearning blur into an endless search for meaning. Through a poetic and surreal lens, we developed a concept that transforms the battlefield into an existential limbo, where the soldier’s isolation becomes the true enemy.
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