Music Video / Visual Campaign
Role: Art Director
Insight
As TATYANA moved from pop to club music, she wanted a music video and visual campaign that captured the energy of club culture without relying on typical nightclub visuals.
We wanted to give her more credibility in the club sphere with the use of styling, movement direction and production.
Idea
Create a stylised, surreal representation of a nightclub where every guest is TATYANA.
This concept hints at the club atmosphere without showing it literally, offering a more artistic and unconventional take.
Execution
The video presents a dreamlike setting that loosely represents a nightclub, filled entirely with different versions of TATYANA.
Through creative styling in the form of 90s inspired casual club-wear, dramatic lighting and stripped-back choreography, the visuals convey the energy and movement of a club scene without directly depicting one. This abstract approach aligns with her shift towards a more experimental, club-inspired sound.