The concept for this music video came after having a conversation with the artist (Axl Myst) about the meaning of the lyrics. Despite all the nice rhymes there was a story about personal growth, someone struggling to get out from a dark place. With that in mind I started the casting and scouting process in Madrid.
I wanted to portray this personal development with a graphic metaphor: Growing plants and flowers.
The casting for the main character was very important. After watching the video you'll understand why. Mina is a great artist.
Contrast always plays a main role in my work. Here, I pushed the contrast between the flowers and the location (Azca area in Madrid) that feels harsh and kind of industrial.