It means the world to me to have directed this music video. Huge thanks to Luni for the opportunity and for trusting me with complete creative freedom. It’s an honor to be part of a project that is both stunning and deeply personal. Thank you for telling me about Guadeloupe and for sharing the memory of your father.

The idea behind this video is that sometimes you need to break through walls, dive into memories, and release emotions in order to accept, move forward, and love again. Whatever form they take, emotions are the essence of creativity. I think that’s what gives this project its unique aura.

The visuals in this project were entirely generated using AI. Together with Luni, we spent over three weeks refining the closest possible resemblance of his father, his daughter, and himself. Creating a music video this way felt unimaginable to me just a few months ago… in a way, it’s vertigo-inducing. We have a new way of creating in hands. Personally, I don’t believe that it will replace a real shoot. I see it more as a visual style of its own.

I had an incredible time building this story. AI opened new doors for me and gave me a lot of ideas for what’s next. When Luni played me Athanase a month ago, it quickly felt like the most realistic option to deliver a video on time. It’s hard to ignore the environmental cost of producing a music video through AI, and the debate matters. Around 1,000 AI videos and visuals were generated across different platforms. Taking a broad approach to put this into perspective, I ended up with the following figures:

1,000 AI videos (8s) → ≈ 10,000 L of water
1 round trip Paris → Guadeloupe (1 person) → ≈ 20,000 L of water
3 steaks (~200g) → ≈ 9,000 L of water
1 round trip Biarritz ↔ Paris by TGV (1 person) → ≈ 400 L of water

Even though the numbers are still widely debated, I believe AI could become a more eco-friendly alternative for many industries as long as efforts to reduce its environmental impact continue.